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Sumartini Sumartini
Jurusan Bahasa dan Sastra Indonesia, FBS, Unnes
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Journal : Jurnal Segara

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Mie-Nyam (Tenggiri Fish Noodles) Business Strategy Spinach in Improving the Competitiveness of Healthy Noodles Based on Processed Fish with The Grand Strategy Matrix Sumartini, Sumartini; Alvina, Zahriani; Defi, An Naim; Armadani, Novi
Jurnal Segara Vol 19, No 3 (2024): December
Publisher : Politeknik Kelautan dan Perikanan Dumai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15578/segara.v19i3.15232

Abstract

This study aims to analyze the business strategy of the innovative product "Mie-Nyam", namely spinach noodles with mackerel fish, in increasing competitiveness in the fishery-based healthy instant noodle industry. This product offers higher nutritional value than conventional instant noodles, with the addition of natural ingredients such as mackerel which is rich in protein and spinach leaves which are rich in nutrients. SWOT analysis and Grand Strategy Matrix are used to evaluate the strengths, weaknesses, opportunities, and threats faced by Mie-Nyam. New innovations in instant noodle products and packaging will raise new challenges regarding how the right marketing strategy and analysis are to determine whether or not a business is feasible, one of the analyses used is SWOT analysis using the grand strategy matrix. Based on the results of the analysis, MieNyam's position is in Quadrant II (Diversification) meaning that in this quadrant the business has strength but faces external threats. The strategy that must be implemented is to use strength to take advantage of long-term opportunities by means of a diversification strategy both in product variants and promotion and marketing diversification strategies.
Co-Authors A.A. Ketut Agung Cahyawan W Adib Sultan, Adib Afiansah, Bagus Afiansah, Bagus Afriyanti, Rinna Agus Nuryatin Ali Asgar Alifah, Dita Relawati Alifah, Dita Relawati Alvina, Zahriani Amalia, Ayu Rizki An-nissa, An-nissa Apriani, Yosephin Arbain Tata Ardias, Afriza Yuan Ardias, Afriza Yuan Ardila, Reni Ariani, D Armadani, Novi Asep Dedi Sutrisno Astanto Kasno Aulia Azka Bakkidu, Nurhinda Basri Basri Bayu Aji Nugroho, Bayu Aji Bhuana, Egi Bhakti Defi, An Naim Etty Susilowati Fitri Ekiwardani, Dyah Ayu Fronthea Swastawati Galih Putri Sudarsono Ghaffar, Rizal Maulana Hapsari, Novia Rizki Hartantie, Kartini Hastuti, Suci Wiherni Dyah Hendri Kurniawan, Hendri Hernawan Hernawan Hilmi Tsania, Najwa Ida Andriati, Ida Ida Ayu Putu Sri Widnyani J. PURNOMO Juwariyah Juwariyah Kasih, Delina Kusumaningtyas, Niken Laraswati, Sara Laraswati, Sara Lestari, Sri Ayu Lestari, Sri Ayu Maezuroh, Ria Mardiah, Ratu Sari Maulani, Aghitia Mauludya, Fenta Mauludya, Fenta Mawarni, Hasindah Meilya Suzan Triyastuti, Meilya Suzan Mimi Mulyani Mufti Amir Sultan, Mufti Amir Muh Doyin Muhamad Ikbal Muhammad Nur Arkham Mulyono Mulyono Nas Haryati Setyaningsih Neina, Qurrota Ayu Neneng Suliasih Neti Budiwati Nirmala Efri Hasibuan, Nirmala Efri Noor, Any Ariani NUR FITRIANI Pamaharyani, Luchiandini Ika Panjaitan, Fenny Crista Anastasia Permana, Dhewangga Bayu Pinayani, Ani Pinayani, Ani Prabaningrum, Dyah Priyati, Sri Putri Wening Ratrinia Putri, Nita Ariestiana Putri, Solehatin Ika Qomariyah, U’um Rahmad, Abdul Rahmawati, Rahmawati Ramadhan, Roiyhan Shyma Resti Nurmala Dewi Riska Anisa Yulianti, Riska Anisa Saputra, Eko Novi Sari, Nita Kartika Sari, Nita Kartika Sihombing, Midian Immanuel Sihombing Siregar, Fikri Al Khair Sugiarto, A T Sulastri, Inong Sumandiarsa, I Ketut Suprihati - Suryono, Muh Suryono, Muhamad Swastika, Putu Angga Elano Syahida, Nurul Syavica, Cindy Gea Tri Winarni Agustini Tristantio, Sidik Trustinah Trustinah Utomo, Arie Lila Utomo, Arie Lila Wagiran Wagiran Wati, Sara Laras Widjaya, Willy Pranata Yaser Krisnafi, Yaser Yuntina, Lily Yusanta, Dita Anggrahinita Yusro Edy Nugroho Zharfa, Dinda Ayu Zulfikri, Fahmi