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All Journal Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan)
Clerry Nathania Lungari
Universitas Sam Ratulangi
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences

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STRATEGI PENGEMBANGAN PEMASARAN PRODUK AGRIBISNIS ES PISANG IJO RAJA (Product Marketing Development Strategy of “Es King Banana Green” Agribusiness ) Clerry Nathania Lungari; Ribka M. Kumaat; Celcius Talumingan
Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan) Vol. 2 No. 4 (2021): Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembang
Publisher : Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sam Ratulangi, Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35791/agrirud.v2i4.33804

Abstract

This study aims to determine the marketing strategy used by the "Es Pisang Ijo Raja" business. The types of data used in this study were primary  and secondary data and SWOT analysis was applied. The results showed that the marketing strategy that must be implemented by the “Es Pisang Ijo Raja” business is an aggressive growth strategy by maintaining the taste and quality of the product and improving employee service to keep the demand for “Es Pisang Ijo Raja” high. In addition, it is necessary to maintain prices and always pay attention to packaging and product safety so that consumers would remain loyal.Keywords: strategy, strengths, opportunities, weakness, threats
Co-Authors Celcius Talumingan Ribka M. Kumaat