Strategi Pemasaran Buah di UD. Wika Mitra Desa Kerobokan Kecamatan Kuta Utara

  • K. RATIH RAHAYUNINGSIH Program Studi Agribisnis Fakultas Pertanian Universitas Udayana Jl. PB Sudirman Denpasar 80232 Bali
  • I KETUT BUDI SUSRUS Program Studi Agribisnis Fakultas Pertanian Universitas Udayana Jl. PB Sudirman Denpasar 80232 Bali
  • A.A.A WULANDIRA SAWITRI DJELANTIK Program Studi Agribisnis Fakultas Pertanian Universitas Udayana Jl. PB Sudirman Denpasar 80232 Bali

Abstract

ABSTRACT

Fruit Marketing Strategy at UD. Wika Mitra Kerobokan Village, Kuta Utara

This research is purpose to identify and to know internal environment (strengths and weaknesses) and external environment (opportunities and threats), business position, and marketing strategy as good enough to applied by UD.Wika Mitra based on currently position. The method of analysis used in this research is corporate environment which consists of IFE (Internal Factor Evaluation) matrix , EFE (External Factor Evaluation) matrix, and BCG (Boston Consulting Group) matrix. IFE matrix analysis with total score 2,50 and EFE matrix analysis with total score 3,020. BCG matrix analysis through the analysis of market growth rate and relative market share, known that in 2012 UD. Wika Mitra has market growth rate at 6,50% and the value of the relative market share at 1,18. Position UD. Wika Mitra is on the cell Cash Cow. This means the company has a small business opportunity because they are on the market that is not growing but it has a market share than main competitors UD. Setiawan. Based on the company's position, it can produce an alternative strategy that should be applied to the company, is a product development strategy and concentric diversification strategy.

Keywords: marketing strategy, fruit, IFE, EFE, BCG

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Published
2013-07-31
How to Cite
RAHAYUNINGSIH, K. RATIH; SUSRUS, I KETUT BUDI; DJELANTIK, A.A.A WULANDIRA SAWITRI. Strategi Pemasaran Buah di UD. Wika Mitra Desa Kerobokan Kecamatan Kuta Utara. Jurnal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism), [S.l.], july 2013. ISSN 2685-3809. Available at: <https://ojs.unud.ac.id/index.php/JAA/article/view/6138>. Date accessed: 30 mar. 2020.
Section
Articles

Keywords

marketing strategy; fruit; IFE; EFE; BCG