Analisis Studi Kelayakan Usaha Produksi Beras oleh XYZ Ditinjau dari Aspek Pemasaran

Abstract

The purpose of this research is to evaluate the marketing feasibility of UD Putri Kembar, a
business engaged in rice production. This study applies a qualitative research method with
data obtained through observation and interviews. The findings indicate that the business is
feasible from a marketing perspective, as UD Putri Kembar has implemented clear strategies
related to segmentation, targeting, and positioning (STP). The SWOT analysis further shows
that strengths and opportunities dominate over weaknesses and threats, while supporting
factors outweigh the inhibiting ones. Moreover, rice as a staple food provides a broad and
sustainable market potential. Thus, from the marketing aspect, UD Putri Kembar is considered
viable to be sustained and further developed.