{"id":345,"date":"2020-11-02T02:48:31","date_gmt":"2020-11-02T02:48:31","guid":{"rendered":"http:\/\/kemazan.com\/blog\/?p=345"},"modified":"2021-04-22T09:22:54","modified_gmt":"2021-04-22T09:22:54","slug":"beberapa-alasan-kenapa-brand-umkm-gagal","status":"publish","type":"post","link":"https:\/\/kemazan.com\/blog\/beberapa-alasan-kenapa-brand-umkm-gagal\/","title":{"rendered":"Beberapa Alasan Kenapa Brand UMKM Gagal"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Dari namanya UMKM memang memiliki kepanjangan Usaha Mikro, Kecil, dan Menengah (UMKM), walaupun usaha kecil namun memiliki kontribusi yang sangat besar dan krusial bagi perekonomian Indonesia secara makro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kementerian Koperasi dan UKM RI melaporkan bahwa secara jumlah unit, UMKM memiliki pangsa sekitar 99,99% (62.9 juta unit) dari total keseluruhan pelaku usaha di Indonesia (2017), sementara usaha besar hanya sebanyak 0,01% atau sekitar 5400 unit. <br>Usaha Mikro menyerap sekitar 107,2 juta tenaga kerja (89,2%), Usaha Kecil 5,7 juta (4,74%), dan Usaha Menengah 3,73 juta (3,11%), sementara Usaha Besar menyerap sekitar 3,58 juta jiwa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Artinya secara gabungan UMKM menyerap sekitar 97% tenaga kerja nasional, sementara Usaha Besar hanya menyerap sekitar 3% dari total tenaga kerja nasional.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><a href=\"https:\/\/kemazan.com\/blog\/2020\/01\/30\/membangun-brand-dengan-positioning\/\">Baca Juga: Membangun Brand Dengan Positioning<\/a><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Pelaku UMKM juga harus bersaing dengan sesama pelapak dengan produk yang lebih berkualitas. Apalagi mereka juga harus bersaing dengan produk dari <em>brand &#8211; brand<\/em> ternama. Sehingga beberapa dari UMKM tidak bisa bertahan dipasaran.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Walaupun ada banyak faktor lainnya yang menyebabkan <em>brand &#8211; brand<\/em> UMKM gagal. Berikut ini 3 alasan kenapa banyak <a href=\"https:\/\/kemazan.com\/\"><em>brand <\/em><\/a>UMKM yang gagal.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. Tidak Menentukan Target <em>Market<\/em><\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"400\" src=\"https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/market.jpg\" alt=\"\" class=\"wp-image-351\" srcset=\"https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/market.jpg 1024w, https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/market-300x117.jpg 300w, https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/market-768x300.jpg 768w, https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/market-850x332.jpg 850w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Saat ditanya target <em>market<\/em>\/target pasar, pasti jawabnya ke semua orang. Padahal kita tidak bisa untuk membuat produk yang di jual ke semua orang, pasti ada target <em>market <\/em>tertentu. <br>Dengan <a href=\"https:\/\/kemazan.com\/blog\/2021\/04\/22\/6-tips-menentukan-target-market\/\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">target <em>market <\/em><\/a>kita dapat membagi suatu <em>market <\/em>menjadi kelompok-kelompok pembeli yang berbeda yang mungkin membutuhkan produk atau pemasaran yang berbeda. Seperti umur, jenis kelamin, tipe keluarga (Keluarga inti,kecil, besar), pendapatan, pekerjaan, pendidikan, agama, ras, gaya hidup, kelas sosial, kepribadian.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. <em>Brand Positioning<\/em> Tidak Jelas<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"400\" src=\"https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/positioning.jpg\" alt=\"\" class=\"wp-image-353\" srcset=\"https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/positioning.jpg 1024w, https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/positioning-300x117.jpg 300w, https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/positioning-768x300.jpg 768w, https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/positioning-850x332.jpg 850w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Tidak bisa menjelaskan <a href=\"https:\/\/kemazan.com\/blog\/2020\/01\/30\/membangun-brand-dengan-positioning\/\">posisi brand<\/a> di benak konsumen ingin di kenal sebagai brand seperti apa. Contohnya, ketika membuat brand ayam goreng, mereka tidak bisa menjelaskan, ingin dikenal oleh konsumen sebagai brand ayam goreng yang kulitnya renyah, dagingnya empuk, atau rasanya yang gurih. Kebanyakan dari mereka hanya menjawab yang enak. Padahal yang enak juga banyak.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. Tidak Punya <em>Unique Selling Point<\/em><\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"400\" src=\"https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/unique.jpg\" alt=\"\" class=\"wp-image-355\" srcset=\"https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/unique.jpg 1024w, https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/unique-300x117.jpg 300w, https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/unique-768x300.jpg 768w, https:\/\/kemazan.com\/blog\/wp-content\/uploads\/2020\/10\/unique-850x332.jpg 850w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Beberapa UMKM tidak bisa menjelaskan apa <a href=\"https:\/\/kemazan.com\/blog\/2020\/12\/28\/perbedaan-unique-selling-proposition-dengan-value-proposition\/\">keunikan <\/a>produk atau jasa yang mereka tawarkan dibandingkan dengan kompetitor. <br>Misalnya produk ayam goreng, keunikannya cuma renyah. Bisa jadi banyak produk sejenis yang malah lebih renyah, namun memiliki beragam varian rasa.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Baca Juga : <a href=\"https:\/\/kemazan.com\/blog\/2020\/12\/28\/perbedaan-unique-selling-proposition-dengan-value-proposition\/\">Perbedaan Unique Selling Proposition dengan Value Proposition<\/a><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Itulah 3 alasan kenapa banyak <a href=\"https:\/\/moncero.id\"><em>brand<\/em><\/a> UKM yang gagal saat menjalankan bisnis dengan brandnya.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lalu, bagaimana dengan Anda? apakah Anda punya salah satu alasan tersebut?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dari namanya UMKM memang memiliki kepanjangan Usaha Mikro, Kecil, dan Menengah (UMKM), walaupun usaha kecil namun memiliki kontribusi yang sangat besar dan krusial bagi perekonomian Indonesia secara makro. Kementerian Koperasi dan UKM RI melaporkan bahwa secara jumlah unit, UMKM memiliki pangsa sekitar 99,99% (62.9 juta unit) dari total keseluruhan pelaku usaha di Indonesia (2017), sementara&#8230;<\/p>\n","protected":false},"author":1,"featured_media":369,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beberapa Alasan Kenapa Brand UMKM Gagal - Kemazan Blog<\/title>\n<meta name=\"description\" content=\"Apalagi UMKM juga harus bersaing dengan produk dari brand - brand ternama. 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