Penentuan Strategi Pemasaran Produk JAB MILK dengan Pendekatan Bauran Pemasaran

Wicaksana, Cakravita (2018) Penentuan Strategi Pemasaran Produk JAB MILK dengan Pendekatan Bauran Pemasaran. Sarjana thesis, Universitas Brawijaya.

Abstract

KAN Jabung merupakan salah satu koperasi susu yang berada di Kabupaten Malang, yang memproduksi susu pasteurisasi dan produk berbahan baku susu lainnya dengan merek JAB MILK. Keseluruhan produksi 45,281 liter/hari yang dikelola KAN Jabung, yang dijadikan susu produk JAB MILK hanya 2,000 liter/hari. Hasil produksi dari peternak 43.281 liter/hari lainnya dijual ke IPS (Industri Pengolahan Susu) dengan harga Rp 5.420/liter, padahal yang ditawarkan KAN Jabung kepada peternak lebih baik yaitu Rp 5.850/liter. Saat ini, kendala yang sedang dihadapi oleh perusahaan antara lain strategi pemasaran yang belum efektif untuk meningkatkan penjualan produk susu JAB MILK, karena hanya dapat menampung 5% susu dari keseluruhan produksi susu peternak. Pada penelitian ini dilakukan analisis untuk penentuan strategi KAN Jabung melalui tiga tahapan, pertama tahapan input stage menentukkan IFE (Internal Factor Evaluation) dan EFE (External Factor Evaluation) perusahaan menggunakkan metode Bauran Pemasaran 7P dan Michael Porter Five Force’s Model. Penentuan bobot faktor internal dan faktor eksternal menggunakan AHP berdasarkan pengisian kuesioner yang diberikan kepala divisi marketing KAN Jabung. Kemudian, pada tahapan matching stage, digunakan metode SWOT matriks guna untuk menentukan posisi dan alternatif strategi perusahaan. Langkah terakhir adalah tahapan decision stage, yaitu penentuan prioritas strategi dengan menggunakan matriks QSPM yang nilai AS-nya didapatkan berdasarkan hasil wawancara dan pengisian kuesioner dengan kepala divisi marketing KAN Jabung. Faktor internal KAN Jabung yang teridentifikasi berdasarkan Bauran Pemasaran 7P terdapat 25 faktor internal. Faktor eksternal KAN Jabung yang teridentifikasi berdasarkan Michael Porter Five Force’s Model terdapat 11 faktor eksternal. Berdasarkan dari hasil analisis QSPM, terdapat tiga urutan prioritas strategi yang efektif terhadap peningkatan hasil penjualan susu produk JAB MILK. Strategi penetrasi pasar yang menjadi prioritas utama dengan melakukan peningkatan kapasitas produksi perusahaan, pemberian pelatihan kepada pegawai pendistribusi susu JAB MILK dan peningkatan pemasaran dengan mengikuti ataupun mengadakan event serta meningkatkan promosi dengan menggunakkan media internet.

English Abstract

KAN Jabung is a milk coop located on Malang district. This place produce pasteured milk and others dairy product using brand of JAB MILK. Total production on KAN Jabung is 45,281 liters/day which is only 2000 liters/day of milk is processed as dairy product while the rest of unused milk is sold to IPS (Industri Pengolahan Susu) with price of Rp 5.420/liter. In other hand KAN Jabung can buy the milk with higher price from IPS with price of Rp 5.850/liter. One of the issues that happens on the company is marketing strategy on JAB MILK products. The marketing strategy on the company didn’t effective enough to increase sales of JAB MILK products because its only can assure 5% of total dairy production from the farmer. In this research, an analysis is conducted to determine strategy on KAN Jabung through three stages. The first stage is input stage which determine the IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) on company by using 7P Mix Marketing and Michael Porter Five Force’s Model. Weight of internal and external factor is determined by using AHP based on questioner that given by head of marketing division on KAN Jabung. On the matching stage, SWOT method is used to determine the position and alternative strategy for company. The last stage is decision stage, which is prioritizing strategy by using QSPM matrix whose AS value is obtained based on the interview and filling out the questionnaires with head of marketing division of KAN Jabung. There are 25 internal factor of KAN Jabung that are identified by using 7P Mix Marketing and 11 external factor that are identified by using Michael Porter Five Force’s Model. Based on the result on QSPM analysis, there are three strategy priority that effective to help increasing the sale of JAB Milk dairy products. Market penetration strategy is the main priority by increasing the company production capacity, held training for employee of JAB MILK distribution crew and and increasing marketing by following or holding an event and improving promotion by using internet media.

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FT/2018/763/051808177
Uncontrolled Keywords: Analytical Hierarchy Process, Bauran Pemasaran, EFE, IFE, Michael Porter Five Force’s Model, SWOT, QSPM AHP, EFE, IFE, Markerting Mix, Michael Porter Five Force’s Model, SWOT, QSPM
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Budi Wahyono Wahyono
Date Deposited: 16 Oct 2018 07:21
Last Modified: 30 Nov 2021 02:20
URI: http://repository.ub.ac.id/id/eprint/12736
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