ANALISIS PREFERENSI KONSUMEN DAN IMPLIKASINYA TERHADAP STRATEGI PEMASARAN PISANG CAVENDISH PT. SEWU SEGAR NUSANTARA

Chandra, Timotius (2001) ANALISIS PREFERENSI KONSUMEN DAN IMPLIKASINYA TERHADAP STRATEGI PEMASARAN PISANG CAVENDISH PT. SEWU SEGAR NUSANTARA. Masters thesis, Institut Pertanian Bogor.

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Abstract

The purpose of this study are: (1) to analyze whether the marketing strategy has been correctly applied currently; (2) to identify.' COnsumer cousideration in consuming .fresh fruits, especially bananana (3) to know how big is consumer awareness to Sunpride cavendish banana; and (-I) to look/i)r the best marketing strategy altematilfor the company. This study uses descriptive method with PT Sewu Segar Nusantara as the qase study and consumer survey. the .first purpose uses descriptive method, the second pmpose uses Conjoint analysis, the third purpose uses Fishbein Multiatribute analysis and the last one uses SWOT analysis. The result of this study shows the segmentation is for the women, age between 16 --15 years old who have mid to high economic class, targeting to mid to high economic class and positioning is Sunpride cavendish banana that has good quality and good for health, being planted without using any dangerous chemicals.Fishbein analysis shows eight attributes that have positive value which are taste, advantage ofconsuming banana, the color ofthe banana meat, banana meat texture, color ofthe banana skin, price, size ofthe banana and place to buy. And the negative value is brand of the banana. the Conjoint analysis shows the combination ofthe banana attribute preferences by the customers. And the SWOT analysis shows the strength of PT Sewu Segar Nusantara such as superiority banana quality, continuity ofbanana supply, good distribution armada, marketing outlets, implementation of high technology, good quality control and good promotion The weaknesses are they need to consider to diversify their product, rely on only one production centre/plantation, limited skilled labour and need more training for their employee. The opportunities are big market chance to diversify their fruits, people buying capability which will become better and awareness to live healthy. The threats are came from other imported fruits and local fruits. The alternative strategy for dealing with strength (S)-opportunity (0) factor is market expansion strategy, vertical integration strategy. To deal with weaknesses (T11-opportunity (0) uses product development strategy and human resources improvement strategy. To deal with strength (S)-threats (T) uses superiority product quality strategy and superiority technology. To deal with weaknesses (the threats (1) uses product development with improvement in quality control strategy.

Item Type: Thesis (Masters)
Uncontrolled Keywords: PREFERENSI KONSUMEN, PISANG, CAVENDISH, PT. SEWU SEGAR NUSANTARA
Subjects: Manajemen Pemasaran
Divisions: Sekolah Bisnis > Perpustakaan
Depositing User: Staff-1 Perpustakaan
Date Deposited: 09 Jan 2012 03:40
Last Modified: 09 Jan 2012 03:40
URI: http://repository.sb.ipb.ac.id/id/eprint/1019

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