Sari, Luluk NurIndah (2014) Analisis Positioning Produk Roti Dan Implikasinya Terhadap Strategi Bauran Pemasaran (Studi Kasus Di Citra Kendedes Cake & Bakery Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan ekonomi, kemajuan ilmu pengetahuan serta teknologi informasi telah menyebabkan perubahan dalam pola hidup masyarakat yang serba sibuk. Masyarakat lebih suka memilih makanan yang praktis dan cepat saji seperti roti. Meningkatnya konsumsi roti yang terus-menerus menyebabkan perkembangan industri roti di indonesia yang terus meningkat, dan permintaan akan produk roti yang semakin pesat. Citra Kendedes Cake & Bakery merupakan perusahaan yang memproduksi berbagai macam jenis roti mulai dari roti tawar sampai roti manis. Munculnya merek-merek roti lain yang cukup terkenal seperti Madinah, Ilo dan Dea membuat persaingan dalam memperebutkan pangsa pasar menjadi cukup ketat. Hal ini menuntut perusahaan Citra Kendedes untuk mengetahui bagaimana posisi produk mereka. Analisis yang digunakan dalam penelitian ini adalah analisis Citra dan analisis Biplot. Responden dalam penelitian ini yaitu masyarakat Kota Malang. Teknik pengambilan sampel menggunakan stratified random sampling, dengan jumlah sampel 100 sampel. Atribut yang digunakan tekstur, rasa, kemasan, isi, variasi rasa, merek dikenal, harga dan ketersediaan produk. Berdasarkan analisis Citra dan analisis Biplot, posisi produk roti yaitu merek Citra Kendedes Cake & Bakery di posisi pertama, selanjutnya ILO, Dea dan di posisi terakhir Madinah. Citra Kendedes Cake & Bakery memiliki keunggulan dalam atribut ketersediaan produk, keterkenalan merek, kemasan dan lokasi penjualan sehingga perusahaan diharapkan tetap mempertahankan atribut yang menjadi keunggulannya. Citra Kendedes Cake & Bakery juga memiliki kelemahan pada ukuran produk, tekstur, harga jual dan harga terjangkau. Sehingga untuk perusahaan Citra Kendedes agar lebih menigkatkan ukuran roti dan tekstur roti serta mempertimbangan harga jual.
English Abstract
Economic growth, science advance and information technology have changed community life pattern which is already very busy. The community starts to choose a more practical and fast-served meal, such as bread. Bread consumption is increasing and it helps bread industry to develop in Indonesia with dramatic demand for bread product. It provides good opportunity to bakery product market. Citra Kendedes Cake & Bakery is a home industry company which produces various breads from regular loaf to sugar loaf. Many famous bread brands are emerging such as Madinah, ILO and Dea, which are competitive enough to struggle for the tight market share. The analysis methods used in this research are Image Analysis and Biplot Analysis. Respondent is the community of Malang City who buys or consumes four bread brands. Sampling technique is stratified random sampling. There are 100 persons as sample. The attributes to measure are texture, taste, package, content, taste variation, brand popularity, price and product availability. Based on Image and Biplot Analyses, the position of bread products is ordered as following. Citra Kendedes Cake & Bakery brand are the leader, followed by ILO, Dea, and the lowest rank is Madinah. Citra Kendedes Cake & Bakery has privileges on product availability, brand popularity, attractive package, and strategic sale location. The company still preserves these attributes in developing its product mix strategy. It may be suggested that Citra Kendedes Cake & Bakery shall consider its sale price in the formulation of price mix strategy. In relative with place mix strategy, the company must maintain its product availability. Promotion mix strategy may be implemented by company by increasing sale promotion through attractive publication.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2014/329/051405004 |
| Uncontrolled Keywords: | Analisis Biplot, Analisis Citra, Persepsi Konsumen, Posisi Produk, Sifat Produk,-Biplot Analysis, Consumer Perception, Image Analysi, Product Characteristic, Product Position. |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 25 Aug 2014 10:57 |
| Last Modified: | 02 Dec 2021 07:12 |
| URI: | http://repository.ub.ac.id/id/eprint/149730 |
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