Mubarok, Robby (2022) ANALISIS STRATEGI PEMASARAN BERAS MEREK CIBERANG DI KABUPATEN LEBAK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Beras adalah salah satu komoditi yang menjadi bahan pangan pokok di Indonesia. Beras merek Ciberang adalah salah satu beras berkualitas di Kabupaten Lebak. Jumlah perusahaan beras yang semakin meningkat menciptakan tingkat persaingan bisnis pemasaran beras antar perusahaan menjadi ketat. Hal tersebut membuat produsen beras merek Ciberang perlu melakukan strategi pengembangan pemasaran yang tepat agar dapat maju dan bertahan. Untuk itu dilakukan penelitian untuk menganalisis faktor-faktor lingkungan internal dan eksternal serta melakukan perumusan strategi alternatif pengembangan pemasaran. Perumusan strategi diperoleh dengan alat bantu analisis berupa matriks Internal Faktor Evaluation (IFE), External Faktor Evaluation (EFE), Interna lExternal (IE), Strengths�Weaknesses-Opportunities-Threats (SWOT), dan Grand Strategy Matrix. Hasil analisis SWOT menunjukkan dua belas alternatif strategi, sedangkan hasil dari metode Grand Strategy Matrix menunjukkan pengembangan pasar dan produk merupakan prioritas.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Rice is one of the commodities which is the staple food ingredient in Indonesia. Ciberang brand rice is one of the quality rice in Lebak Regency. The increasing number of rice companies has made the level of competition in the rice marketing business between companies to be tighter. This makes Ciberang brand rice producers need to carry out the right marketing development strategy in order to advance and survive. For this reason, research is carried out to analyze internal and external environmental factors and to formulate alternative strategies for marketing development. The formulation of the strategy is obtained with analysis tools in the form of an Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE), External Factor (IE), Strengths-Weaknesses-Opportunities-Threats (SWOT), and the Grand Strategy Matrix. The SWOT analysis results show twelve alternative strategies, while the results of the Grand Strategy Matrix method show that market and product development are priorities. Keywords: Rice, marketing development strategy, SWOT, Grand Strategy Matrix | |||||||||
| Uncontrolled Keywords: | Kata kunci: Beras, strategi pengembangan pemasaran, SWOT, Matriks Grand Strategi | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 08-Pascasarjana 08-Pascasarjana > 54108-Magister Ilmu Pertanian |
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| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 02 Aug 2022 11:37 | |||||||||
| Last Modified: | 02 Aug 2022 11:37 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/15107 |
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