INDAH FITRIANA, IKA (2020) STRATEGI PEMASARAN PRODUK KOPI CIARY ORGANIK ROBUSTA (Studi Kasus pada UMKM TUMAN JASA Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
There are two types of coffee, namely Arabica coffee and Robusta coffee. One of the Organic and Robusta coffee businesses is the UMKM Tuman Jasa. This study aims to identify internal and external factors that are the strengths, weaknesses, opportunities and threats of the UMKM Tuman Jasa Ciary Organic Robusta Coffee product marketing and to formulate alternative marketing strategies for the UMKM Tuman Jasa Ciary Organic Robusta Coffee products. The results showed that the main strengths possessed by UMKM Tuman Jasa were the quality and continuity of the product which was quite good with a score of 0.464. The main weakness that Tuman Jasa UMKM have is the limited human resources in accounting records with a score of 0.192. The main opportunity for Tuman Jasa UMKM is to open jobs with a score of 0.306. Meanwhile, the main threat posed by Tuman Jasa UMKM is climate change and natural phenomena with a score of 0.772. The results of the IE matrix mapping show that the company's position is in cell V, namely maintain and maintain. Alternative strategies that can be provided for the development of Ciary Organic Robusta Coffee Products for Tuman Jasa are as follows: SO strategy, namely market penetration, increasing marketing through collaboration with trusted online marketplaces that are well known to the public, and utilizing strategic locations through collaboration with cafes or shops . W-O's strategy is to provide the best service and establish cooperative relationships with trusted partners so that they can open branches.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | There are two types of coffee, namely Arabica coffee and Robusta coffee. Onethe Organic and Robusta coffee businesses is the UMKM Tuman Jasa. This studyaims to identify internal and external factors that are the strengths, weaknessopportunities and threats of the UMKM Tuman Jasa Ciary Organic RobusCoffee product marketing and to formulate alternative marketing strategies for tUMKM Tuman Jasa Ciary Organic Robusta Coffee products. The results showthat the main strengths possessed by UMKM Tuman Jasa were the quality acontinuity of the product which was quite good with a score of 0.464. The maweakness that Tuman Jasa UMKM have is the limited human resources accounting records with a score of 0.192. The main opportunity for Tuman JaUMKM is to open jobs with a score of 0.306. Meanwhile, the main threat posby Tuman Jasa UMKM is climate change and natural phenomena with a score0.772. The results of the IE matrix mapping show that the company's position iscell V, namely maintain and maintain. Alternative strategies that can be providefor the development of Ciary Organic Robusta Coffee Products for Tuman Jaare as follows: SO strategy, namely market penetration, increasing marketithrough collaboration with trusted online marketplaces that are well known to tpublic, and utilizing strategic locations through collaboration with cafes or shopsW-O's strategy is to provide the best service and establish cooperatrelationships with trusted partners so that they can open branches. | |||||||||
| Uncontrolled Keywords: | Keyword: Ciary Organic Robusta Coffee, Marketing, Strategy | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian > 54201-Program Studi Agribisnis | |||||||||
| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 01 Aug 2022 11:16 | |||||||||
| Last Modified: | 01 Aug 2022 11:16 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/15039 |
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