STRATEGI PEMASARAN PRODUK PABRIK MINI CHOKATO (STUDI KASUS DI KELURAHAN KAPALO KOTO KECAMATAN PAYAKUMBUH SELATAN)
Abstract: The growth of cocoa
in Indonesia has significant impact to entrepreneurs who process cocoa beans
into refined products. The Company can not avoid the problems such as the
changing business environment whether comes out from internal or external
environment of the company. To minimize the problem, the manager should be able
to develop appropriate marketing strategies. The goal is that the business
carried on to survive and thrive. The purpose of this study was to identify the
internal and external factors faced by Factory Mini Chokato and determine
marketing strategies and also the priority of marketing strategy of refined products
of Factory Mini Chokato. This study using the methods of descriptive
qualitative to analyze the first goal and quantitative to analze the second
goal. Data were collected from people who is considered as an expert in this
study.The results of this study showed that the internal factors of the company
that has impact in winning its product from the competition in the market is
the quality of the cocoa product itself, the brand name, the strategic location
for production, the ability to maintain relationship with stakeholders and a
variety of products such as product packaging, promotional activities, product
pricing, distribution channels and production capacity. The external factors
include opportunities (availability of raw materials, technology development,
local government support, healthy lifestyle community and industry competition
level) and threats (decline in purchasing power, rising prices of basic
necessities, rising energy costs and the existence of substitution products).
The priority of marketing strategy of Factory Mini Chokato products is the
process of production using the latest technology in order to increase
production capacity and market demand and this is met with a priority value
(0.286) using the expert choice in 2000 .
Penulis: Yohannes F.S ',
Cepriadi ', Suardi Tarumun
Kode Jurnal: jppertaniandd150572