Hasrini Sari
MSMEs in Indonesia need a comprehensive understanding of market data. The SME, as the drivers of the Indonesian economy, need to be prepared for dealing with this condition. The ability to read market needs is still not mature, so it has not been able to capture the needs of the market accurately. The ability to innovate and be agile can only be done if the SME is supported by market and customer data along with the ability to process and analyze it while most SME in Indonesia do not possess the capability things. Therefore it is necessary to create a system that can help SMEs in terms of market segmentation, targeting and positioning recommendation. In developing an information system that aims to assist SMEs in collecting data, processing it, and making the data to design marketing strategies, an application based on Macro Excel features will be developed. The output of this research and community service activity is the Macro-based Excel application with the recommendation of Segmenting-Targeting-Positioning (STP) function for SMEs. For short term goal, this application hopefully could assist the SME to determine what are the clusters/groups of their customers base, determine which potential segment to target, and how to map the product's position relative to the competitors. In the long run, it is expected that user input for this application can be the basis of improvement, so that this application could be adopted by SMEs from various industrial sectors and regions in Indonesia.
Penerapan Teknologi Tepat Guna, Perintisan kelompok usaha dan pengembangan UKM
MSMEs in Indonesia need a comprehensive understanding of market data.