STRATEGI PEMASARAN USAHA BUNGA PAPAN DI KOTA PEKANBARU (Studi Kasus pada Usaha Bunga Papan Valentine Florist)
Abstract: This study aims to
identify the marketing mix florist board, identify internal factors (strengths
and weaknesses) and external factors (opportunities and threats) that faced,
developed and recommend appropiate alternative marketing strategies. The
research was conducted in June 2013 until the end. The sampling method used in this
research is a case study in the Valentine Florist’s florist board business. The
data were analyzed descriptively. Results showed interest board products
offered by various designs and sizes, ranging from size to size 2mx3m 2mx12m
and can be combined using fresh flowers. Rental price charged to the consumer
products amounted to Rp 100,000 rupiah/board. Product distribution channels
carried by employers are only one level. Promotion is done is through the
division enterpreneur cards and banners installed on each foot flower display
board. Alternative marketing strategies based on the SWOT matrix can be chosen
that maintain product image by improving the quality of products and services
and maintain consumer trust, maintain exiting markets and seek new market
opportunities, utilizing the media campaign to seize market opportunities,
offering derivative products of interest apart from board interest to
consumers, promote products to consumers continuouly.
Penulis: Sri Indayah
Handayani, Eliza, Shorea Khaswarina
Kode Jurnal: jppertaniandd150514