Wibowo, Mohamad Emir (2018) Strategi pemasaran produk sosis siap makan (studi kasus pt.primafood internasiona). Masters thesis, Institut Pertanian Bogor.
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Abstract
Food is one of the basic human needs to support its life. The need for food increases as population growth increases. The selection of food done by the community should pay attention to the existing nutritional content, one of which is protein. Where the consumption of Indonesian protein amounts to 55 grams /kap/day. Animal products in the form of meat is one common source of protein consumed for the people of Indonesia. The amount of expenditure that people do for consumption as well as changes in behavior and lifestyle that tend to want kepraktrisan and speed is a factor that becomes the influence for the society currently affects the choice of food for consumption. One company that sees this potential is PT Primafood International. Fast-food products in the form of sausage from PT Primafood International with the Champ brand is in second position with a percentage of 27%. The brand is lost competitor with competitors. Another problem faced by Champion's ready-to-eat sausage products is sales that tend to fluctuate throughout the year. These fluctuating sales encourage companies to adopt a strategy for sales. This study was conducted with the objectives formulated from the description of the background. This research aims to 1) Identify internal and external factors of the company in the marketing of ready-to-eat sausage products, 2) Formulate strategies that can be done by companies to improve the marketing of ready-to-eat sausages on the market regarding products, prices, promotion and distribution, 3) Recommend the best strategy from various alternative strategies that can be formulated. The data collected consists of primary and secondary data. Primary data was obtained by interviewing and distributing questionnaires intended to obtain in-depth information about the research. Secondary data is obtained from company data and other literature. Sampling in this research using expert judegment technique. Based on the research selection strategy to increase sales of ready-to-eat sausage Champ known that there are internal and external factors that affect sales of ready-to-eat sausage products Champ. For internal factors there are several things: strengths and weaknesses. Where quality raw materials, good brand image, affordable prices, and integration with the group is a strength that is owned. While the distribution of less equitable, vulnerable products damaged, less than maximal promotion, and marketing resources that are less is a deficiency owned by the company. In addition, there are external factors that concern the company that is the opportunities and threats. For opportunities owned by the company are increasing purchasing power, potential markets and lifestyle changes. However, there are several things that threaten the company that is the issue of health, free markets, competitor products. External and internal factors support the creation of alternative strategy formulas to increase sales of ready-to-eat sausage Champ. The alternative strategy formulation based on external and internal factors is to work with partners, product differentiation, joint promotion with Charoen Pokphand group, and educative promotion. Based on the ANP method, the educative promotion strategy is the highest priority strategy with the normal value of 0.279334.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | analytic network process, competiteveness, sosis siap makan, merek Champ, ANP, nalisis deskriptif, analisis IFE dan EFE, analisis SWOT, analisis SWOT-ANP. analytic network process, competiteveness, ready-to-eat sausage |
| Subjects: | Manajemen Strategi |
| Depositing User: | SB-IPB Library |
| Date Deposited: | 05 Dec 2018 01:42 |
| Last Modified: | 05 Dec 2018 01:42 |
| URI: | http://repository.sb.ipb.ac.id/id/eprint/3175 |
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