ANALISIS ASPEK PEMASARAN DALAM PENGEMBANGAN USAHA TAHU TAKWA KEDIRI
ABSTRACT: TAKWA tofu is a kind
of tofu which is very popular in Java and Kediri is well known as a center of
its industries. Such industries provide thousands of work places, and the
annual economic transaction related to the industries is estimated not less
than 6.3 billions rupiah. This research was focused to study aspects of
marketing, particularly demand forecasting by means of an estimation of total
demand, a market stucture using a method knowns as the
Structure-Conduct-Performance (SCP), the use of marketing mix to evaluate the
competition and marketing strategy.The study was based on the data available
from 5 small to medium scales tofu industries in Kediri, from 2003 to 2006.
The results showed that the type of the market structure identified was a
non-collutive and monopolistic and the competition was based on the ability of
producers to vary the types of the products. The demand for the products was
still promising and thus the business was feasible. Therefore, based on the
average business opportunity, the chance to increase the productivity level as
high as 25% up from the existing level is 88.84%. Moreover, based on the four
P’s (product, promotion, price and place), in order to increase the sales, it
is advised that the producers will be able to improve the quality and packaging
of the product, to determine a better range of price, to provide a better
promotion and more outlets (retailers).
Keywords: Marketing analysis,
tofu industry, sales
Penulis: Siti Asmaul
Mustaniroh, Susinggih Wijana, Nasrul Nastain
Kode Jurnal: jppertaniandd060021
