Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal Sagu
Yeni Kusumaway
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Environmental Science Industrial & Manufacturing Engineering

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Strategi Pemasaran Sayuran di Perusahaan Pacet Segar Cianjur Yeni Kusumaway; Tengku Harunur Rasyid
Jurnal Sagu Vol 8, No 01 (2009)
Publisher : Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2480.829 KB) | DOI: 10.31258/sagu.v8i01.1115

Abstract

This research was a case study of pacet segar, a vegetable wholesaler in Cianjur, West Java, which aimed to: 1) assess its marketing strategies, 2) analyze its external and internal factors influencing those strategies, and 3) recommend alternative marketing strategies. Data were collected through observation, interview and literature stud. Data analysis included: 1) analysis of existing marketing strategies by describing the target market (segmentation, targeting and positioning) and the marketing mix (product, price, promotion and distribution), 2) analysis of internal and external factors by SWOT matrix to suggest alternative strategies. Identification, scoring and rating of the factors were based on interviews with company management. Research findings recommended that the company choose selective specialization target market in combination with risk spreading and service-based positioning. For the marketing mix, the company was suggestion to: 1) maintain product quality, 2) apply intensive distribution, 3) shorten the period of product price contract, and 4) increase affordable promotion.
Co-Authors Tengku Harunur Rasyid