scholarly journals ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULU

2012 ◽  
Vol 11 (2) ◽  
pp. 153-163
Author(s):  
Gracia Gabrienda ◽  
. Nusril ◽  
Redy Badrudin
Keyword(s):  
Marketing Strategy ◽  
Market Orientation ◽  
Market Share ◽  
Sampling Method ◽  
Descriptive Analysis ◽  
Marketing Mix ◽  
Market Segment ◽  
Market Leader ◽  
Analyse Data ◽  
Relative Market Share

This research is aimed at investigating market posisition and market orientation of bakery producers, and designing mix marketing strategy for bakery producers in Bengkulu city.  Four bakery producers, namely Surya Bakery, Bake Mart, Karina Bakery and Ais Bakery, are selected purposively as subject of this study.  Sixty eight respondents are selected using accidental sampling method for UAI survey, and 4 respondents for each bakery. Relative Market Share  and descriptive analysis are used to analyse data obtained from survay. The research found that Surya Bakery can be categorised as market leader, while Bake Mart, Karina Bakery, and Ais Bakery as market challanger, market follower, and market nicher respectively.  All bakery producers has custumer orientation.  The study also concluded that Surya Bakery should enlarge its market and intisifies promotion, Bake Mart should enlarge its distribution network, Karina Bakery should expose its specific shop and Ais Bakery should find new market segment. Keywords: Market Orientation, Marketing mix, Bread enterpreneur

scholarly journals EVALUASI STRATEGI PEMASARAN PADA MASA PANDEMI COVID19

VALUE ◽  
2021 ◽  
Vol 2 (1) ◽  
pp. 39-56
Author(s):  
Harry Ramadhan ◽  
Endah Widati ◽  
Ibnu Fiqhan Muslim
Keyword(s):  
Marketing Strategy ◽  
Research Method ◽  
Qualitative Method ◽  
Descriptive Analysis ◽  
Business Environment ◽  
Marketing Mix ◽  
Analysis Techniques ◽  
Profitability Analysis ◽  
The World ◽  
Food And Beverage

Competition in the restaurant and cafe industry at this time is very tight and competitive. This is marked by the growing number of new competitors in the world of Resto and Cafe. The restaurant and cafe industry as one of the food and beverage supply sectors that can support national and regional economic development. In Depok, there are 170 restaurants and cafes operating. The purpose of this study was to find out how the results of the implementation of Marketing Strategy During the Covid19 Pandemic at Like No Other Cafe Depok. The research method used is descriptive qualitative method. Using interviews, questionnaires and observations to related parties as data collection techniques. Thus, the data analysis techniques used were VRIO and PESTLE analysis to analyze the business environment, profitability analysis to evaluate the results of the implementation of the marketing mix program used and descriptive analysis to analyze planning, implementation and marketing strategy activities. The results showed that the strategy implemented by Like No Other Cafe during the Covid19 pandemic was considered effective so that Like No Other Cafe was still able to survive and generate income even though the income was only 50% of normal conditions.

scholarly journals SIKAP DAN KEPUASAN KONSUMEN TERHADAP PAKET MENU LELE TERBANG, KAITANNYA DENGAN BAURAN PEMASARAN DI RUMAH MAKAN SAMBAL LALAP BANDAR LAMPUNG

2018 ◽  
Vol 6 (1) ◽  
pp. 72
Author(s):  
Wayan Nila Sulfiana ◽  
Ktut Murniati ◽  
Yaktiworo Indriani
Keyword(s):  
Performance Analysis ◽  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Key Words ◽  
Descriptive Analysis ◽  
Marketing Mix ◽  
Satisfaction Index ◽  
The Third ◽  
Customer Satisfaction Index ◽  
Strategy Marketing

This study aims to determine the consumers’ characteristics of attitude and satisfaction; in adition to its correlation with marketing mix of lele terbang package in Sambal Lalap Restaurant Bandar Lampung.  Research location was determined purposively.  The number of interviewed sample was 59 respondents that were chosen by convennion sampling.  The first and fourth objectives were solved by descriptive analysis.  The first and fourth purposes were analyzed descriptively, the second purpose was analyzed by using Fishbein’s multiattribute, and the third purpose was analyzed by using Customer Satisfaction Index (CSI) and Importance performance  Analysis (IPA).  The result showed  that consumers were dominated by 19 to 24 years old women, and was bachelor students who had income last than < Rp1,500,000.00 per month and frequency of purchase the package was 1 to 3 times per week.  The score of consummer attitude had been positive, some attributes with the highest score were taste, price, halal, cleanness, and the comfortable of the place.  In overall, the score of CSI was feeling satisfied in consuming the menu packages of lele terbang.  Based on the analysis of IPA, the attribute at the Kuadran I (main priority) was hygiene attribute.  Moreover, the attribute in Kuadran II (hold the prestation) were taste, price, halal, cleanness, and the comfortable of the place.  Attribute in Kuadran II (low priority) were aroma, size, benefit, location, and facility.  While, attribute in Kuadran IV (excessive) were the attribute of menu and parking area.  The marketing of menu package lele terbang at Sambal Lalap Restaurant had implemented marketing strategy (marketing mix).Key words: Attitude, CSI, IPA, marketing, package menu of lele terbang

Marketing Strategy and Differential Advantage

1983 ◽  
Vol 47 (2) ◽  
pp. 68-75 ◽  
Author(s):  
Victor J. Cook
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Marketing Mix ◽  
Portfolio Analysis ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
New Paradigm ◽  
Methods Of Analysis ◽  
Theoretical Function ◽  
Strategic Force

Extending portfolio analysis and PIMS studies to include military concepts of strategic force produces a new paradigm of marketing strategies. The author introduces and calibrates the concept of strategic marketing ambition, relates this concept to the marketing mix, and then derives a theoretical function linking strategic ambitions and investments with market share. An operational measure of differential marketing advantage is introduced, and the. methods of analysis are applied in an illustration of competitive investments, marketing strategy and differential advantage.

scholarly journals STRATEGI PEMASARAN OBAT HEWAN SATWA UNGGUL BLITAR (Studi Kasus Di Desa Sanankulon Kecamatan Sanankulon Kabupaten Blitar)

2017 ◽  
Vol 11 (1) ◽  
pp. 6
Author(s):  
Imam Faozi ◽  
Errythrina Vinnifera Arnyke
Keyword(s):  
Marketing Strategy ◽  
Descriptive Analysis ◽  
External Environment ◽  
Personal Selling ◽  
Secondary Data ◽  
Distribution Patterns ◽  
Marketing Mix ◽  
Primary Data ◽  
Price Distribution ◽  
Marketing Mix Strategy

The purpose of this study is to examine the marketing mix strategy that has been applied by the company in its business development, to analyze the internal and external environment condition faced by PT Satwa Unggul, to formulate the best alternative marketing strategy of PT Satwa Unggul by considering the company environment to be able to compete in the market. The data collected are primary and secondary data that are qualitative. The research method used in this study is primary data obtained from recording and direct interviews with leaders, employees, and customers. Secondary data is obtained from the report where the company jemen and literature in the form of library materials taken from previous research. The marketing mix strategy being carried out by the company concerning the product strategy (brand awareness on the brand), pricing strategy (discounted price), distribution strategy (three distribution patterns), and promotion strategy (animal inspection and free extension services) can assessed to have successfully accommodate the needs of customers with various facilities and company benefits. Based on internal environmental analysis with Descriptive Analysis can be seen that PT Satwa Unggul has a strong internal position. This means the company has been able to use its strengths and overcome its weaknesses quite well. Company's strengths include: affordable prices, good product quality, specialized workforces, sales with personal selling, and sales targets for large farmers. While the weakness of the company in the form: strong influence of leadership, capital limitations, delay in delivery time, no exclusive contract with customers, and the absence of R & D activities. Based on the analysis of the external environment with Descriptive Analysis, it can be seen that PT Satwa Unggul also has a strong external position, because it has been able to take advantage of opportunities and can handle the threat quite well .keyword : marketing strategy, satwa unggul, analyze

scholarly journals STRATEGI PEMASARAN OBAT HEWAN SATWA UNGGUL BLITAR (Studi Kasus Di Desa Sanankulon Kecamatan Sanankulon Kabupaten Blitar)

2017 ◽  
Vol 11 (1) ◽  
pp. 6
Author(s):  
Imam Faozi ◽  
Errythrina Vinnifera Arnyke
Keyword(s):  
Marketing Strategy ◽  
Descriptive Analysis ◽  
External Environment ◽  
Personal Selling ◽  
Secondary Data ◽  
Distribution Patterns ◽  
Marketing Mix ◽  
Primary Data ◽  
Price Distribution ◽  
Marketing Mix Strategy

The purpose of this study is to examine the marketing mix strategy that has been applied by the company in its business development, to analyze the internal and external environment condition faced by PT Satwa Unggul, to formulate the best alternative marketing strategy of PT Satwa Unggul by considering the company environment to be able to compete in the market. The data collected are primary and secondary data that are qualitative. The research method used in this study is primary data obtained from recording and direct interviews with leaders, employees, and customers. Secondary data is obtained from the report where the company jemen and literature in the form of library materials taken from previous research. The marketing mix strategy being carried out by the company concerning the product strategy (brand awareness on the brand), pricing strategy (discounted price), distribution strategy (three distribution patterns), and promotion strategy (animal inspection and free extension services) can assessed to have successfully accommodate the needs of customers with various facilities and company benefits. Based on internal environmental analysis with Descriptive Analysis can be seen that PT Satwa Unggul has a strong internal position. This means the company has been able to use its strengths and overcome its weaknesses quite well. Company's strengths include: affordable prices, good product quality, specialized workforces, sales with personal selling, and sales targets for large farmers. While the weakness of the company in the form: strong influence of leadership, capital limitations, delay in delivery time, no exclusive contract with customers, and the absence of R & D activities. Based on the analysis of the external environment with Descriptive Analysis, it can be seen that PT Satwa Unggul also has a strong external position, because it has been able to take advantage of opportunities and can handle the threat quite well .keyword : marketing strategy, satwa unggul, analyze

scholarly journals ANALISIS KEPUASAN KONSUMEN DAN BAURAN PEMASARAN PADA AGROINDUSTRI KOPI BUBUK CAP JEMPOL DI KOTA BANDAR LAMPUNG

2020 ◽  
Vol 8 (1) ◽  
pp. 132
Author(s):  
Vita Dwi Putri ◽  
Muhammad Irfan Affandi ◽  
Dewangga Nikmatullah
Keyword(s):  
Consumer Satisfaction ◽  
Sampling Method ◽  
Descriptive Analysis ◽  
Case Study Research ◽  
Marketing Mix ◽  
Snowball Sampling ◽  
Satisfaction Index ◽  
Coffee Powder ◽  
Data Analysis Methods

This study aims to analyze the level of consumer satisfaction of coffee powder and the marketing mix of coffee powder agroindustry in Bandar Lampung City. The research method used was a case study. Research location was determined purposively. The number of interviewed samples was 60 respondents chosen using snowball sampling method. Respondents of this study consisted of consumers of coffee powder, owners, industry and trade in Bandar Lampung City, and experts of University Lampung chosen using snowball sampling. The study was conducted in February-April 2018. The data analysis methods used are the analysis of the Customer Satisfaction Index (CSI) and descriptive analysis. The results showed that: consumers of Jempol brand coffee powder in Bandar Lampung City were in satisfied criteria. The marketing mix for agroindustry has implemented marketing strategy (marketing mix).Key words: agroindustry, consumer satisfaction, coffee powder, marketing   mix

scholarly journals STRATEGI PEMASARAN TAKSI BANDARA NGURAH RAI DENGAN METODE BGC (BOSTON CONSULTING GROUP)

Jurnal IPTA ◽  
2019 ◽  
Vol 7 (2) ◽  
pp. 147
Author(s):  
Jontinus Naibaho ◽  
I Gusti Putu Bagus Sasrawan Mananda ◽  
Putu Agus Wikanatha Sagita
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Swot Analysis ◽  
Stable Condition ◽  
Structured Interviews ◽  
Literature Study ◽  
Market Growth ◽  
Group Matrix ◽  
Bcg Matrix ◽  
Relative Market Share

The purpose of this research is to find out the right marketing strategies and competitiveness by identifying and analyzing the internal and external environment that affect the Ngurah Rai Airport Taxi Cooperative. In this study using marketing strategy analysis, namely BCG/Boston Consulting Group Matrix and SWOT (Strength, Weakness, Opportunity, Threats) analysis. BCG matrix to determine the level of market growth and relative market share. SWOT analysis to analyze strengths, weaknesses, opportunities and threats, then using segmenting, targeting, positioning/STP and 7P (marketing mix) results of the data obtained and then analyzed with IFAS and EFAS. The types of data used in this study are qualitative and quantitative data, primary and secondary data. Determination of samples in this study using purposive sampling method as many as 50 respondents. Data collection techniques by observation, questionnaires, structured interviews, and literature study. The results of the BCG matrix research, based on the calculation of the market growth rate is 1.35% and the result of the calculation of the relative market share is 1.45 x> 1 so that it is in the position of Cash Cow. The marketing strategy that can be carried out by the Ngurah Rai Airport Taxi Cooperative is to maintain the market, create new products, find new businesses. The strategy offered in the Cash Cow quadrant the company must always keep the company in a stable condition. The results of the SWOT analysis study from IFAS assessment were 2.66 and EFAS was 2.28. Then the position of the SWOT diagram is Growth Stability which is the company must determine efforts to strengthen market share, increase sales, pursue large profits by diversifying/expanding the market.

scholarly journals TINGKAT KEPUASAN MEMBERS TERHADAP STRATEGI PEMASARAN DI LEMBAH FITNESS CENTRE UNIVERSITAS GAJAH MADA

MEDIKORA ◽  
2019 ◽  
Vol 18 (1) ◽  
pp. 40-48
Author(s):  
Rina Yuniana ◽  
Ahmad Nasrulloh
Keyword(s):  
Marketing Strategy ◽  
Sampling Method ◽  
Descriptive Analysis ◽  
Sampling Technique ◽  
Correlation Technique ◽  
Quantitative Descriptive Analysis ◽  
Significance Level ◽  
Fitness Center ◽  
Level Of Satisfaction ◽  
Quantitative Descriptive

Lembah Fitness Centre UGM juga perlu melakukan pengelolaan dan menerapkan strategi pemasaran yang baik agar members dapat merasakan kepuasan. Penelitian ini bertujuan untuk mengetahui tingkat kepuasan members terhadap strategi pemasaran di Lembah Fitness Centre Universitas Gajah Mada. Populasi dalam penelitian ini adalah members Lembah Fitness Centre UGM yang aktif mengikuti latihan beban sebanyak 240 orang. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu dengan metode nonprobability sampling menggunakan teknik accidental sampling, sebanyak 120 orang. Instrumen yang digunakan adalah angket atau kuesioner. Angket tersebut diujicobakan terhadap 40 members  Lembah Fitness Centre UGM. Hasil ujicoba menunjukkan dari 48 butir pernyataan gugur 3 butir, sahih 45 butir. Teknik untuk mengukur validitas menggunakan teknik korelasi product moment dari Karl Pearson dengan taraf signifikasi 5 % atau a = 0,05. Butir pernyataan dikatakan valid apabila nilai korelasi dari product moment (rxy) lebih besar dari r-tabel. Nilai koefisien alpha (rtt) yang diperoleh sebesar 0,912 dengan status reliabel. Teknik analisis data penelitian menggunakan analisis deskriptif kuantitatif dengan persentase. Hasil penelitian ini menunjukkan bahwa secara umum tingkat kepuasan members masuk ke dalam kategori memuaskan dengan pencapaian persentase 60,8 %. Secara rinci, tingkat kepuasan members terhadap strategi pemasaran di Lembah Fitness Centre UGM dijelaskan sebagai berikut: (1) Price atau harga masuk kedalam kategori sangat memuaskan dengan persentase 60 %, (2) Promotion atau promosi masuk kedalam kategori memuaskan dengan persentase 55 %, (3) Place atau tempat masuk kedalam kategori memuaskan dengan persentase 49,2 %, (4) Product atau produk/jasa masuk kedalam kategori memuaskan dengan persentase sebesar 55,8 %.  MEMBERS SATISFACTION LEVEL TOWARD MARKETING STRATEGY IN LEMBAH FITNESS CENTER UNIVERSITAS NEGERI GAJAH MADA AbstractFitness center companies must manage fitness club well. In process, club must be applied  marketing strategy, same as Lembah Fitness Center UGM where need to be manage and use marketing streategy so that members satisfied with their services. This study aims to know about level of satisfaction members toward marketing strategy in Lembah Fitness center Universitas Negeri Gajah Mada. Participants in this study are members of Lembah Fitness Center UGM that enganged actively in resistance training for almost 240 people. Sampling technique using nonprobability method include accidental sampling method, 120 people. Questionnaire used as instrument in this study. This questionnaire being trial into 40 members, then the result showed only 45 questions from 48 which have validity based on product moment correlation technique (Karl Pearson) with significance level a = 0,05. Validity of each question attained if its have correlation value from product moment (rxy)  more than r-tabel. Data analysis using quantitative descriptive analysis with precentage. The results of this study indicate that the level of satisfaction members toward marketing strategy at the UGM Fitness Center resulted in satisfactory category with a percentage of 60.8%. In detail, the level of satisfaction of members of the marketing strategy at the Lembah Fitness Center UGM is through the following factors: (1) Price belong to very satisfying category with a percentage of 60%, (2) Promotion percentage reach 55 %, (3) Place percentage is 49.2%, and (4) Product achieve 55.8%.

scholarly journals Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kacang Edamame Oleh Konsumen Rumah Tangga Pada Pasar Swalayan

2021 ◽  
Vol 11 (2) ◽  
pp. 167-181
Author(s):  
Nadisha Ghassani ◽  
Suyono Suyono
Keyword(s):  
Sampling Method ◽  
Linear Time ◽  
Descriptive Analysis ◽  
Sampling Technique ◽  
Marketing Mix ◽  
Time Function ◽  
Survey Method ◽  
Purchasing Decision ◽  
Consumer's Perception ◽  
The Continuum

Edamame is a product which has a big advantage to be developed, specifically by the product's market, as it is good in terms of taste and nutrition. Hypermarkets nowadays sell edamame but they have not known what marketing mix affects consumer's purchasing decision towards edamame. This research aimed to find: 1) Consumer’s perception of edamame's marketing mix at hypermarkets in East Jakarta, 2) To Evaluate consumer’s purchasing decision of edamame at hypermarkets in East Jakarta, 3) The influence of edamame's marketing mix affecting consumer’s purchasing decision, 4) The largest influence of edamame's marketing mix which affects consumer’s purchasing decision. The method of this research used the survey method and the sampling method used was the non-probability sampling method with accidental sampling technique. A total of 100 respondents were calculated using the linear time function formula. The location of this research is chosen purposively which is 4 hypermarkets located in East Jakarta. The method of this research is descriptive analysis and path analysis. The results showed that: 1) Edamame’s marketing mix is done well according to the continuum line, 2) Consumer’s purchasing decision of edamame is done well according to the continuum line, 3) The marketing mix simultaneously significantly influenced consumer’s purchasing decision of edamame, 4) The promotion variable (X4) gives the biggest influence towards consumer’s purchasing decision of edamame. The implication of this research is to increase activities of promotions of edamame.

Decline of Igloo ice-cream in Pakistan due to insufficient strategic practices

2020 ◽  
Vol 1 (2) ◽  
pp. 18-29
Author(s):  
Muhammad Azhar Ali ◽  
Syed Yasir Zaheer Zadia
Keyword(s):  
Human Capital ◽  
Marketing Strategy ◽  
Market Share ◽  
Consumer Preferences ◽  
Strategic Plan ◽  
Ice Cream ◽  
Marketing Mix ◽  
Marketing Plan ◽  
Local Market ◽  
To Come

Under this study, it has been strive to comparatively analyze the marketing strategy of igloo for its survival and market share in the local market. Keeping in concern with its marketing mix, marketing plan, consumer preferences and analysis to come to any point for the best solution of reviving and survival Igloo in the local market. Prioritizing that Igloo has been among the pioneers of Ice cream industry in Pakistan since 1972, offered valuable and pure variety and taste to their customer. But what should be the weaken area where Walls has opportunity to grow in the market. Secondly, what must be the new marketing plan for Igloo to revive his lost image in the market. Last but not the least what should be the best strategic plan for Igloo to invest on its human capital in order to redeem its valuable team that drive Igloo towards success and prosperity again.

Sign in / Sign up

Export Citation Format

Share Document