STRATEGI PEMASARAN TANAMAN ANGGREK (STUDI KASUS DI HANDOYO BUDI ORCHIDS MALANG)

DWI PURNOMO, SETIAWAN (2008) STRATEGI PEMASARAN TANAMAN ANGGREK (STUDI KASUS DI HANDOYO BUDI ORCHIDS MALANG). Other thesis, University of Muhammadiyah Malang.

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Abstract

Orchid represents one of decorative crop type which is a lot of hunted by a certain circle. Orchid crop have the very big potency to be developed commercially. Orchid commodity have the marketing which have uncertain condition and fluctuate from its supply and demand, causing this commodity price is very fluctuation, where at a moment of market price is decline and other moment its price is very soaring. Role of marketing Management is very determining in improving effectiveness and reaching of extension target like extension of compartment of market and advantage. Marketing management will peep out various marketing strategy to overcome the good company problem in internal environment and external company that is cover the strength, weakness, opportunity, and threat. To know the internal factors and external company need the analysis SWOT ( Strenght, Weaknesss, Opportunity, threats), because it will be easy in election and stipulating of marketing strategy in the effort improving advantage of sale volume, and wide market compartment. Because considering its important management and marketing strategy for the efficacy of the effort orchid seed in Handoyo Budi Orchids, so it is needed a research with the title “STRATEGY of MARKETING of ORCHID IN HANDOYO BUDI ORCHIDS MALANG". This Research target are 1) Analysing opportunity, threat, strength and weakness of Handoyo Budi Orchids in marketing product; and 2) Formulating of marketing strategy in Handoyo Budi Orchids which is run in face of emulation of effort Orchid farmer during the time. This research place is conducted in purposive in Handoyo Budi Orchids Jln. Bondowoso no 9A Malang. Population in this research is responder (consumer) Handoyo Budi Orchids, by using method of Accidental Sampling. Sample of this research amount to 30 people for the analysis. Responder that is selected is the responder who pays a visit to Handoyo Budi Orchids Jln. Bondowoso no 9A Malang. Method of collecting data in this research is conducted with the interview and observation method. Method and analysis that used is descriptive analysis, factor analysis, and quantitative analysis, covering: 1) Matrix Factor of External Strategy 2) Factor of Internal Matrix Strategy; and 3) SWOT Matrix. Consumer of Orchid in Handoyo Budi of Orchids have the woman gender, age 30 to 39 years, from Malang, wiraswasta, and have salary Rp. 625.000,- up to Rp. 1.875.002,-. Strength in orchid marketing is orchid color, strategic location, a lot of crop, ordinary price that can be reached by all circle, and good service. Weakness in orchid marketing is bad settlement place, less transportation and little farm in Handoyo Budi Orchids. Opportunity in orchid marketing is having recognized of Orchid among society, Orchid which is always made available during the year, the increasing of resident growth, and wide market compartment. Existing threat in Orchid marketing is more and more the hysterias of decorative crop, many of shop selling the Orchid, and variation of Orchid decrease. Ideal Marketing strategy after conducted by SWOT analysis is adapted by matrix analysis strategy factor of internal-external of Orchid marketing is W-O ( Weakness-Opportunities) strategy that is by improve layout become better, extending farm so that product increase. So the Orchid is always made available, and it adds the transportation so it can reach the wide market. Keyword: Strategy of Marketing, Strength, Weakness, Opportunities, Threats

Item Type: Thesis (Other)
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Agriculture & Animal Husbandry > Department of Agribusiness
Depositing User: Anggit Aldila
Date Deposited: 02 May 2012 01:58
Last Modified: 02 May 2012 01:58
URI: http://eprints.umm.ac.id/id/eprint/3686

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