OPTIMIZATION OF DEMAND FOR LEADING SMI PRODUCTS IN PACITAN DISTRICT

Empowerment of Micro, Small and Medium Enterprises as defined in Republic Act No. 20 Year 2008 About the Micro, Small and Medium Enterprises need to be conducted in a thorough, optimal, and sustainable through the development of a climate that is conducive, giving the opportunity seeks, support, protection, and development business as wide as possible, so as to be able to improve the position, role, and potential of the business Micro, Small and Medium Enterprises in realizing economic growth ,equity and increasing people's income , creating job opportunities , and alleviating poverty. The principle of empowering Micro, Small, and Medium Enterprises as mandated by Law of the Republic of Indonesia No. 20 of 2008 is: a. Growing independence, togetherness, and entrepreneurship for Micro, Small and Medium Enterprises to work on their own initiative; b. The realization of transparent, accountable and fair public policies ; c. Regional potential -based and market-oriented business development in accordance with the competencies of Micro, Small, and Medium Enterprises; d. Increased power competitiveness Enterprises Micro, Small, and Medium Enterprises; and e. Implementation of planning, implementation, and control in an integrated manner. The crucial issue is that not only SMEs in Pacitan Regency are able to produce superior products, but what is more important is how superior products can be marketed effectively and efficiently so that on a macro level it encourages regional economic growth and on a micro scale it encourages an increase in the income of IKM business actors. On this basis, a rational study based on existing regulations is needed to determine a marketing strategy fordeveloping superior products in the Pacitan Regency area . Based on the identification of strengths, weaknesses, opportunities and threats, it shows that: strengths and opportunities have a larger portion when compared to threats and weaknesses, even though weaknesses and threats have a smaller portion but should not be ignored, so the Department of Trade and Industry must be able to optimize development superior products as a support for income in order to improve the welfare of the community.


He enactment of the Asean
Economic Community ( AEC) or the Citizens Economic Asean (MEA) region Asean, requires every county to increase the potential ekoominya, because if not, then the implementation of the AEC is actually a country or a region into a potential market ( potential market ) for the countries of ASEAN more .

Pacitan is one of the regencies in East
Java that has comparative advantages which are not inferior to the regencies/cities in East Java. Such potentials include exotic natural tourism, regional, handicrafts, potential for marine and land products, abundant natural resources and so on. The most basic problem is how to explore the potential strength and provide maximum touch value ( value added ) so that every superior product commodity in Pacitan Regency has a competitive price ( price competition ). In order for any product featured has the price competitiveness of the competitive need superior product development strategy Regional marketing Pacitan effective based on existing conditions and regulations that exist Development philosophy Regency Pacitan is "Tata Pramana Hargeng Praja".
Philosophy has a meaning that the government and society Pacitan create a government that is wise, bijakan and able to protect and realize a just and prosperous society, governance tentrem Kerto raharjo in the region which is filled hills.

The development vision of Pacitan
Regency is to realize : "People Pacitan  e. Increase the competitiveness of regional products.
f. The increase in community and regional income.
The crucial issue is that not only SMEs in Pacitan Regency are able to produce superior products , but what is more important is how superior products can be marketed effectively and efficiently so that on a macro level it encourages regional economic growth and on a micro scale it encourages an increase in the income of IKM business actors. On the basis of that need to study the rational -based regulations that exist to determine the strategy of development of marketing of the products featured area of District Pacitan.

Definition of Featured Commodities
Commodities featured is a commodity mainstay of the most favorable for cultivated or developed on an area (Depkimpraswil, 2003). According Saragih (2001), a commodity seed agribusiness is defined as a commodity base agribusiness which is produced in excessive in the sense of more to be used by people in a particular area, so that the excess can be sold to outside the region such .
In the framework of regional economic development efforts inventory of potential areas/ communities/ areas is absolutely necessary in order to set policy pattern pengebangan well as sectoral as well as multi-sectoral. One of the steps to inventory/identify regional economic potential is to identify potential, mainstay and superior products of the region in each sub-sector. Regional superior products describe the ability of the region to produce products, create value, make real use new entrants and substitute goods .

Research Location
The research location was conducted to explore the Leading Potential of SMEs in Pacitan Regency .

Research Approach
Approach study which used is the approach of descriptive qualitative, by using the help of data secondary and interviews.

Data Collection Techniques
The technique of collecting data is done by interview and documentation

Data Analysis Method
Processing of the data is done by descriptive qualitative by using the tool analysis covering the SWOT.

IV. DISCUSSION
The Pacitan area is an area that is rich in potential, including the potential for main food sources containing protein (especially animal protein from fish, shrimp and the like). One of the outstanding potentials to be developed is superior products. Therefore, the development of superior products is a strategic step to be empowered to increase local revenue. The step of developing a superior product is a process that is carried out gradually and continuously. This is one  b. Local culture that is still attached to regional culture will hinder the development of a market that will change rapidly.
c. The entry of large companies that produce the same products with local superior products. a. A superior product development system that knows no time and boundaries. b. The attractiveness of a superior product that is managed well will be an endless source of income.
c. The market share of superior products, if developed properly, will have an area that is not limited to the local market and can even penetrate the international market.
a. Internal human resources and product management with good quality standards are still weak, for example; level of education, and skills acquired from generation to generation. b. Limited facilities and infrastructure, such as traditional production machines and inadequate access to transportation for marketing. c. Limited funds and lack of understanding of how to get funding from the government/banks. d. Limited marketing capabilities in the field of technology and information.
a. The potential of superior products that are unique, attractive and of good quality are in demand by the general public. b. People who like the superior products of Pacitan Regency. c. A government that has a high concern for superior products by providing small and medium business loans. Threat.

a.
Waste from the production process if not managed properly it will disturb the community and result in demonstrations from the community. b. Local culture that is still attached to regional culture will hinder the development of a market that will change rapidly. c. The entry of large companies that produce the same products with local superior products. The strategy applied in this condition is a strategy that supports an aggressive growth policy (growth oriented strategy).
Aggressive growth strategy can occur because of the factors of strength and great opportunity. This condition allows the organization to optimize the existing strategy. Optimizing aggressive growth strategies has the potential to better manage superior products. In addition, an aggressive growth strategy can provide greater benefits, for example: wider publication of Pacitan's superior products and generate more optimal local revenue.

VI. SUGGESTION.
1. Facilities and infrastructure that support the sale of superior products need to be improved, including roads leading to product sales points.
2. The skills of the internal workforce need to be improved through several trainings, either conducted on an internship basis or sent to training institutions outside the region.
3. The use/utilization of raw materials needs to be carefully considered, especially raw materials that cannot be cultivated so that their diversity can be maintained.