Syahputra, Galang (2024) Usulan Strategi Pemasaran melalui Pendekatan Marketing Mix dan Porter Five Forces pada UKM Meal Box Indonesia (Studi Kasus: UKM Meal Box Indonesia). S1 thesis, Fakultas Teknik Universitas Sultan Ageng Tirtayasa.

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Abstract

The food industry which is included in the culinary industry is currently growing. This industry is considered promising because food is a basic human need. Therefore, these business actors compete by carrying out good marketing plans in order to provide a good image in the eyes of consumers. Meal Box Indonesia company is a culinary company that is quite successful, especially with their flagship product, Ricebox. This product has a target market which includes students as well as the lower middle class who are known based on the data of the buyers of the product. Since the COVID-19 pandemic, Meal Box Indonesia has carried out various kinds of marketing with massive promotions. However, these business actors are not satisfied because their efforts are not commensurate with the results. To find out internal and external factors as well as the right marketing strategy to increase their sales, researchers will use the 4p Marketing Mix (price, product, place, promotion), Porter’s Five Forces, IE Matrix, and SWOT for analyzing and get research results that focus on marketing strategies

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor GUNAWAN, AKBAR 0028098303 Thesis advisor MERDIANA DEWANTARI, NUSTIN 0002057902
Additional Information:	Industri makanan yang termasuk ke dalam industri kuliner dewasa ini semakin berkembang. Industri ini dianggap menjanjikan karena makanan merupakan kebutuhan pokok manusia. Oleh karenanya, para pelaku usaha tersebut bersaing dengan melakukan perencanaan pemasaran yang baik agar memberikan citra yang baik di mata konsumen. Perusahaan Meal Box Indonesia merupakan salah satu perusahaan kuliner yang cukup sukses, terutama dengan produk andalan mereka yaitu Ricebox. Produk ini memiliki target pasar yang meliputi siswa/mahasiswa serta masyarakat menengah ke bawah yang diketahui berdasarkan data pembeli produk tersebut. Semenjak pasca-pandemic COVID-19, perusahaan Meal Box Indonesia sudah melakukan berbagai macam pemasaran dengan promosi yang massif. Namun, pelaku usaha tersebut tidak puas karena upaya mereka tidak sebanding dengan hasil. Untuk mengetahui faktor internal dan eksternal serta strategi pemasaran yang tepat untuk meningkatkan penjualan mereka, peneliti akan menggunakan Marketing Mix 4P (price, product, place, promotion), Porter’s Five Forces, Matriks IE, dan SWOT untuk mendapatkan hasil penelitian yang berfokus pada strategi pemasaran
Subjects:	T Technology > TA Engineering (General). Civil engineering (General)
Divisions:	03-Fakultas Teknik 03-Fakultas Teknik > 26201-Jurusan Teknik Industri
Depositing User:	Galang Syahputra
Date Deposited:	15 Aug 2024 13:55
Last Modified:	15 Aug 2024 13:55
URI:	http://eprints.untirta.ac.id/id/eprint/40862

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