RAHAYU, HIRPANA (2017) STRATEGI PENGEMBANGAN PRODUK MINUMAN INSTAN JAHE MERAH BRAND “LAER” DENGAN PENDEKATAN MARKETING MIX (Studi Kasus IKM Saripati di Kecamatan Purwakarta Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Saripati small and medium industry is the one and only small and medium industry where is produced red ginger instant drink in Cilegon. Saripati small and medium industry have several obstacles that hamper their business. Saripati small and medium industry have been established for a long time so they need assessment of appropriate development strategies seen by internal factors and external factors into strengths, weaknesses, opportunities and threats for Saripati small and medium industry by marketing mix 4P (Place, Price, Promotion, Product) approach. The aim of this research are to identify the internal and external factors which can be affected to the Saripati small and medium industry, identify the alternative development strategies by marketing mix 4P (Place, Price, Promotion, Product) approach and identify the priority strategies which can be applied to Saripati small and medium industry. This research is a case study through descriptive quantitative method. The respondent of this study is taken by snowball sampling method. The analysis of the data are used IFE, EFE, IE matrix, map position of SWOT , SWOT matrix through marketing mix approach and QSPM. There are three alternative strategies that can be implemented to Saripati small and medium industry based on QSPM analysis. The three of alternative strategies which can be recommended are expanding the cooperation through the various center of souvenirs and supermarkets, adding the packaging product inovation by plastic sachet and applying multiple unit pricing strategy.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Mulyati, Sri UNSPECIFIED Thesis advisor Meutia, Meutia UNSPECIFIED
Additional Information:	Saripati small and medium industry is the one and only small and medium industry where is produced red ginger instant drink in Cilegon. Saripati small and medium industry have several obstacles that hamper their business. Saripati small and medium industry have been established for a long time so they need assessment of appropriate development strategies seen by internal factors and external factors into strengths, weaknesses, opportunities and threats for Saripati small and medium industry by marketing mix 4P (Place, Price, Promotion, Product) approach. The aim of this research are to identify the internal and external factors which can be affected to the Saripati small and medium industry, identify the alternative development strategies by marketing mix 4P (Place, Price, Promotion, Product) approach and identify the priority strategies which can be applied to Saripati small and medium industry. This research is a case study through descriptive quantitative method. The respondent of this study is taken by snowball sampling method. The analysis of the data are used IFE, EFE, IE matrix, map position of SWOT , SWOT matrix through marketing mix approach and QSPM. There are three alternative strategies that can be implemented to Saripati small and medium industry based on QSPM analysis. The three of alternative strategies which can be recommended are expanding the cooperation through the various center of souvenirs and supermarkets, adding the packaging product inovation by plastic sachet and applying multiple unit pricing strategy.
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54211-Program Studi Agroekoteknologi
Depositing User:	Admin Eprints Untirta
Date Deposited:	13 Oct 2021 06:23
Last Modified:	13 Oct 2021 06:23
URI:	http://eprints.untirta.ac.id/id/eprint/2793

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