Penelitian ini dilatar belakangi adanya peningkatan penjualan di UD. Makmur Abadi. Penelitian ini bertujuan untuk mengetahui bagaimana cara UD. Makmur Abadi meningkatkan penjualan sehingga penjualan barang selalu meningkat. Penelitian ini menggunakan teknik kualitatif, data dikumpulkan menggunakan metode wawancara mendalam yang dilakukan kepada 5 informan yaitu: pemilik, 1 orang karyawan dan 3 orang pelanggan di UD. Makmur Abadi yang dapat memberikan informasi berkaitan dengan masalah penelitian. Hasil penelitian ini menunjukkan bahwa cara meningkatkan penjualan yang dilakukan UD. Makmur Abadi adalah dengan menerapkan aspek-aspek Strategi Pemasaran, Kualitas Produk, Kesesuaian Harga, Lokasi Strategis, Promosi, Saluran Distribusi  dan Word Of Mouth.Kata Kunci : strategi pemasaran , 4P.

<h3><em>Mico Small and Medium Enterprises (MSMEs) play a very important role in stability, job creation and economic development of the nation. Thus, MSMEs need to acquire the attention of all parties by paying attention to the potential that exists in each region especially in the era of Asean Economic Community (AEC). This research is generally aimed to describe: MSMEs Strategy in facing AEC. This research uses descriptive explorative approach by analyzing MSMEs strategy in facing AEC. The survey was conducted on five featured clusters of MSMEs in Semarang City namely batik cluster, food processing cluster, handicraft cluster, tourism cluster and milkfish cluster. The population of this study consists of MSMEs entrepreneurs who joined MSMEs clusters in the city of Semarang. Selection of Semarang city as a research location is determined based on the consideration of economic development plan aspect especially in the field of trade. Determination of the MSMEs entrepreneur samples is done purposively based on the consideration of homogeneity and real condition of MSMEs clusters in Semarang City. The number of employer samples is 78 people. Data obtained from the field of research are analyzed descriptively by using Internal-External Matrix model. This study resulted in the conclusion that to face the era of AEC, the appropriate strategies for MSMEs in Semarang city is the strategy of growth through horizontal integration.</em></h3>

<p><em>A small industry has a strategic role in driving the economy. One of the potential small industries to be developed is the tempe industry. This study aims to analyze the benefits and feasibility tempe crafts manufacturer in Lamper Tengah Village, Semarang Selatan District which is the largest tempe industry area in Semarang City so that the results of the analysis can be taken into consideration to further develop their business.</em></p><p><em>This research design uses quantitative methods. This research is a case study so business owners making tempeh in Semarang City is used as a source to obtain information needed in research. The data used are primary and secondary. Data collection techniques carried out by interview, observation, and recording. Data obtained analyzed using profit analysis  <em>Ï€ = TR-TC  </em>and to find out business feasibility using the formula  <em>R / C  </em>Ratio.</em></p><p><em>The results of this study indicate that the average total cost incurred by tempe producers in Lamper </em><em>Tengah Village</em><em> per month is Rp 16,916,210.70. The average amount of tempe produced was 18,108 packs with an average price of Rp. 2,500, so that the average monthly income earned by tempe craftsmen is Rp 45,270,556 and the average profit gained is Rp 28,354,355. The business of making soybean tempe has an efficiency value of 2.68, meaning that every one rupiah the costs incurred will get an income of 2.68 times the cost incurred, then the tempe industry business in </em><em>Lamper Tengah</em><em> </em><em>Village </em><em>is feasible to continue and can even be invested in industrial development the tempe.</em><em></em></p><p><strong><em>Keywords</em></strong><em>:</em> <em>Profit, Business Feasibility, Tempe Crafts</em><em> Man</em><em>ufacturer</em><em></em></p>