STRATEGI PEMASARAN TELUR AYAM BERKUNING DUA DI PT MULTI BREEDER ADIRAMA INDONESIA Tbk

PUSPASARI, YANUARISTA (2009) STRATEGI PEMASARAN TELUR AYAM BERKUNING DUA DI PT MULTI BREEDER ADIRAMA INDONESIA Tbk. Other thesis, University of Muhammadiyah Malang.

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Abstract

Chicken egg with two yolks is a product marketed by company with expectation as the primary needs price increases, the product could be alternative to get more protein than one yolk in general. Challenge for the company which marketed the product is the difficulty to make consumer’s sure that the product gave benefit for them. So there needed an effective marketing strategy to sell the chicken egg with two yolks latest innovation product. The most effective strategy shall be formulated according to systematic analysis steps to internal and external conditions of the company. Internal environment analysis consisted of product strengths and weakness sourced from company’s internal determination and to be more valid, there should be determination by consumer’s product. Consumer could assess the strengths and weakness of 4P (product, promotion, place, price) in neutral. External environment analysis sourced from management determination to the general external condition about opportunity and threats to the chicken egg with two yolks marketing development. External and internal analysis consisted of SWOT frame analysis. SWOT frame analysis sharpen the marketing strategy formulation. Because of the importance of management and marketing strategy for chicken egg with two yolks which was latest innovation product, there needed research titled: “Marketing Strategy of Chicken’s Egg with Two yolks in PT Multi Breeder Adirama Indonesia Tbk”. The research purpose were: (1) finding out people respond to chicken egg with two yolks; (2) finding out strength, weakness, threat, and opportunity in chicken egg with two yolks marketing; (3) formulating marketing strategy which applied by company to sell chicken egg with two yolks as latest innovation product. Location stated was done by purposive, PT. Multi Breeder Indonesia Tbk in Sidoarjo. In this research, which became respondents was PT. Multi Breeder Adirama Indonesia Tbk and people who consume the chicken egg with two yolks also people who lived in PT. Multi Breeder Adirama Tbk. Respondents from PT. Multi Breeder Adirama Indonesia was taken by purposive, that was the main owner or vice director who represent the owner. From the consumer, there were 30 people taken by accidental sampling method. Data collection method was done by interview, observation, and library study. Analysis method used was descriptive analysis, quantitative consisted of: (1) external strategy factor matrix; (2) Internal strategy factor matrix, SWOT (strengths, weakness, opportunity, treaths). Chicken egg with two yolks consumer in PT. Multi Breeder Adirama Indonesia Tbk in average were male, 30-39 year old, located in Malang, working in private institution, and had income between Rp 1.500.001-Rp 2.500.000. Strength owed by chicken egg with two yolks marketing in PT. Multi Breeder Adirama Indonesia Tbk was delicious, cheap price, good service, strategic location. The weakness owed by PT. Multi Breeder Adirama Indonesia Tbk was big egg size, white colored shell, thin shell. Opportunity owed by chicken egg with two yolks in PT. Multi Breeder Adirama Indonesia Tbk were lack of market demand, people nutrition, minimization of household fund. Threat owed in chicken egg with two yolks marketing PT. Multi Breeder Adirama Indonesia Tbk was people respond to the chicken egg with two yolks and lack of stock. Ideal marketing strategy after SWOT analysis fit with internal external strategy factor matrix analysis was S-O (strength-opportunities) by defending and increasing service in central depo, increasing quality product. By the strategy, there hoped that consumer would defend and pull new consumer.

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: 25 Jun 2012 08:43
Last Modified: 25 Jun 2012 08:43
URI: http://eprints.umm.ac.id/id/eprint/9454

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