STRATEGI PEMASARAN DAGING AYAM BROILER RENDAH LEMAK DAN KOLESTEROL
Abstrak: The objective of this
study was to analyze the internal and external factors, determine the
attractiveness of the industry, and to recommend the effective strategies to
market the products of broiler chicken meat low in fat and cholesterol. The
study was conducted in Denpasar and Badung selected with purposive sampling,
consumer respondents were selected by random sampling of 100 people and expert
respondents were selected by purposive sampling totaling of 3 persons. The data
used were quantitative and qualitative data, sourced from primary and secondary
data. Methods of data collection were done by interviews, in-depth interviews,
observation, and literature research. Data were analyzed by using IFE EFE
matrix, IE matrix, SWOT analysis, and analysis of QSPM. The results showed that
the total score of internal factor was 2.35, and the external factor was 3.11.
The position of the product is in cell II. There are ten alternative strategies
produced, namely: 1) making product differentiation, 2) conducting continuous
promotion, 3) placing the SPG / SPB on the stand of products, 4) looking for
distribution network, 5) making specific characteristic packaging, 6) obtaining
product certification, 7) to be a supplier for restaurants, hotels and
supermarkets, 8) standardizing the products, 9) cooperating with investors, and
10) building customer loyalty. The prioritized recommended strategy for
marketing the products is by placing the SPG and SPB in the stand of products.
Kata Kunci: marketing
strategies, broiler chicken, fats, and cholesterol
Penulis: Kurniawan N. E.
Kode Jurnal: jppeternakandd160280
