Taqi, Muhamad and Ismail, Tubagus and Meutia, Meutia and Sabaruddinsah, Sabaruddinsah (2021) Short-Dated Products Marketing Strategies, Analytic Netwok Process Approach. In: The 3dr International Conference on Food Security Innovation 2019, September 2019, Universitas Sultan Ageng Tirtayasa Serang Banten.

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Abstract

The adverse impact if SMEs do not improve their marketing strategy is the stagnation of sales. This study discussed the proper strategy of short-dated products. This discussion related to the formulation of problems, solutions and strategies which found that the main problem of these short-dated products is the raw material of coconut milk which caused the products to expire quickly. The solution was not by substituting raw material of coconut milk with milk, but producers only needed to meet the consumers (markets) demands. The problem was then divided into 3 categories, namely price, location and promotion. This problem certainly had sub- problems and there was a solution. The results of all these sub-problems were summarized with 3 marketing strategy choices by citing the Porter marketing technique namely generic strategic.

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