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All Journal Jurnal Agroindustri Agroindustrial Technology Journal (ATJ)
Arief Rahmawan
Program Studi Teknologi Industri Pertanian, Fakultas Sains dan Teknologi, Universitas Darussalam Gontor
Agriculture, Biological Sciences & Forestry Electrical & Electronics Engineering Energy Industrial & Manufacturing Engineering

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Optimization of Marketing Mix to Increase the Competitiveness of Savira Frozen Food in the Local Market Agustin Rani Nurfadila; Arief Rahmawan; Palmadi Putri Surya Negara; Bayu Wahyudi; Much. Taufik Ardani
Agroindustrial Technology Journal Vol. 8 No. 2 (2024): Agroindustrial Technology Journal
Publisher : Universitas Darussalam Gontor

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Abstract

Frozen food is a product that is frozen to extend its shelf life. Currently, this product is in demand by many people. This study aims to identify the marketing mix of Savira Frozen Food and analyze internal and external factors in its business development strategy. The methods used are qualitative surveys and direct interviews with business owners to obtain qualitative data on the business and analyzed using SWOT. Based on the results of the study, it can be concluded that the 4P marketing mix implemented by Savira Frozen Food Ponorogo MSMEs such as (a) the products produced are of good quality, (b) the price is determined by the price of competitors, (c) it is located in a strategic place, and (d) the promotions that have been implemented by Savira Frozen Food Ponorogo MSMEs are carried out by face-to-face sales and individual sales. This business development strategy is first, maintaining product variants and quality so that consumers are more interested in the products produced; second, changes in people's consumption patterns are opportunities that must be taken advantage of; third, utilizing coolers so that they can meet consumer desires; fourth, increasing the number of employees and making financial records and the existence of easy-to-obtain raw materials so that production runs smoothly; fifth, adding product innovation so that it can maintain its competitiveness in the market and consumers are free to choose products; And sixth, increase advertising by using social media so that it can maintain its competitiveness in the market
YOGURT PRODUCT DESIGN BY USING QUALITY FUNCTION DEPLOYMENT: A CONCEPTUAL FRAMEWORK Arief Rahmawan; Novia Nur Rosyida
Jurnal Agroindustri Vol. 8 No. 2 (2018)
Publisher : BPFP Faperta UNIB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31186/j.agroindustri.8.2.133-138

Abstract

University of Darussalam Gontor is a higher education institution which has Agro-Industrial Technology Department. As a department with mission to create Moslem technopreneur, student business unit is created as laboratory to produce vary agroindustry products, and yogurt YoFresh is one of their main products. Quality function deployment is one of the most important developed tools to ensure the quality of product and service. As an emerging business unit in agro-industrial technology department, QFD methodology is attempted to propose design characteristic of yogurt and match with voice of customer. This research is proposed to improve the quality and product design of product developed student business unit in Agro-Industrial Technology Department. This research consists of three stages by utilize QFD application, which are: (1) determine the voice of customer (2) determine of technical responses and (3) relationships between both stages. As the beginning, voice of customer identification is paramount as input of QFD application. Furthermore, identifying product characteristic by conducting interview with management of YoFresh is necessary in order to obtain technical response as the sub-matrix of QFD. To complete QFD analysis, relationships between previous stages is analyzed to obtain the score of technical responses. Results from this research will evaluate and give blossom opportunities for innovative agroindustry products. The more variative agroindustry products created, the more insight and experience for students to have. Through business unit, agroindustry department of UNIDA Gontor will successfully deliver the value of moslem technopreneur.
Co-Authors Agustin Rani Nurfadila Bayu Wahyudi Much. Taufik Ardani Novia Nur Rosyida Palmadi Putri Surya Negara