Authors : Desayu Eka Surya, Suwandi Sumartias, Agus Rakhmat and Nina Winangsih Syam
Abstract: The growth of various local products may give benefit in the development of human and natural resources in particular area, other than the income for the society and the regional government. The emergence of various local products from remote areas in both food processing and creative product is real evidence that SMEs is growing positively as the result from CSR program. This reality is what happens to SMEs in Kecamatan Samarang and Pasirwangi under the initiative of Chevron Geothermal Indonesia, Ltd. in cooperation with Perkumpulan Peningkatan Usaha Kecil (PUPUK-Association for Small Enterprise Improvement) Bandung. Until recently, the products from the SMEs in both Kecamatan are not easily accessible in terms of the marketing processes, in either local or regional level. Therefore, various strategies are necessarily attempted by businessmen in order to improve their local products to be the competitive products. This research implements qualitative research. Case study method applied in this research is aimed at describing that the given marketing and communication strategies are the concepts of communication and marketing that are created and processed continuously. Professionalism through partnership under the supervision of PT. CGI and PUPUK is acknowledged as the cooperation that can improve society’s condition in Samarang and Pasirwangi Village.
Desayu Eka Surya, Suwandi Sumartias, Agus Rakhmat and Nina Winangsih Syam, 2017. Communication Strategy and Marketing Strategy of Supervised SMEs under PT. Chevron Geothermal Indonesia, Ltd. (PT. CGI) Darajad Garut Improving Product Competitiveness of SME’s Businessman in Samarang and Pasirwangi. Journal of Engineering and Applied Sciences, 12: 734-747.