KAJIAN BAURAN PEMASARAN DAN MANAJEMEN PENGETAHUAN DALAM INOVASI KABUTO INSTAN
ABSTRACT: Kabuto instant
is a product
innovation of cassava
flour is dried
after fermentation origin Southeast Sulawesi.
New product Kabuto
instant need to
touch the marketing
mix and knowledge management (KM)
in order to
have a competitive
edge. The concept
of the marketing
mix (4P) and KM,
both focus on
how attempts were
made to support
the business activities
of Kabuto instant products to gain a competitive edge.
Focus on managing the marketing mix marketing in 4 elements: (1) Product, (2)
Promotion, (3) Place, and (4) Price. Management of the marketing mix will
increase the interest of
consumers against products
Kabuto instant. KM
see the knowledge
available to a business
Kabuto instant as
a major factor
of success. Through
knowledge of the
company superior results can be
achieved faster, cheaper and with higher quality than their competitors. Knowledge
about customers, target market and other factors that may influence the
likelihood that a faster
utilization of opportunities
and a more
flexible response to
the threat. From
the perspective of a marketing mix and KM promising positive impact on
the cost structure and revenue stream
Kabuto instant. This
paper demonstrates the
advantages of using
the marketing mix
and the KM approach
that can increase
and reduce the
risk of business
failure by integrating
both approaches. Management of the marketing mix requires knowledge to
manage consumers, consumer knowledge
and knowledge of
the consumer. KM
took on the
role as a
service provider for
the consumer, managing four (4P)
in product innovation Kabuto instant. This study is based on literature studies.
Penulis: Sarinah, Syamsul
Maarif, Yandra
Kode Jurnal: jptindustridd130016
