Analisis Strategi Pemasaran Ayam Pullet Pasca Covid 19 (Studi Kasus Pada CV. Baim Farm Tuban, Jawa Timur)

Roosalina, Hestien and Dr.Nanang Febrianto, , S.Pt., MP (2021) Analisis Strategi Pemasaran Ayam Pullet Pasca Covid 19 (Studi Kasus Pada CV. Baim Farm Tuban, Jawa Timur). Sarjana thesis, Universitas Brawijaya.

Abstract

-The research was conducted at the CV. Baim Farm, Tuban Regency, East Java. The research objectives are (1) to identify the strengths, weaknesses, opportunities and threats in the company's marketing activities (2) to analyze the marketing strategy based on the company's internal and external environmental conditions. The research method used is the case study method. The data used include primary and secondary data. The primary data collection method was carried out by direct observation in the field (observation) of marketing activities at the company as well as interviews with questionnaires and in-depth discussions with the financial and marketing administration and with the company's farm manager. Secondary data is obtained from the results of previous research or research, literature, scientific journals, articles and books that are relevant to the problems being analyzed. Data analysis uses SWOT analysis which includes analysis of the company's internal factors which will be outlined in the IFAS (Internal Strategic Factor Analysis Summary) matrix, analysis of the company's external factors formulated in the EFAS (External Strategic Factor Analysis Summary), internal-external environment (IE) matrix, IE diagrams and SWOT analysis diagrams. The analysis of the marketing mix strategy used includes the 7P's marketing mix,v namely product, price, place or distribution, promotion, people, process, and physical evidence. The current condition of the company based on the IE matrix is in a growth strategy in the sense that the company needs to cooperate with suppliers or by adding a distribution network. The alternative marketing strategy that can be applied through the SWOT matrix is the alternative strategy that has the highest score of 5,427 is the implementation of the SO strategy, namely by maintaining good relations with consumers by utilizing technological and communication developments as well as expanding market share by utilizing the company's participation in exhibition events farm.

English Abstract

The research was conducted at the CV. Baim Farm, Tuban Regency, East Java. The research objectives are (1) to identify the strengths, weaknesses, opportunities and threats in the company's marketing activities (2) to analyze the marketing strategy based on the company's internal and external environmental conditions. The research method used is the case study method. The data used include primary and secondary data. The primary data collection method was carried out by direct observation in the field (observation) of marketing activities at the company as well as interviews with questionnaires and in-depth discussions with the financial and marketing administration and with the company's farm manager. Secondary data is obtained from the results of previous research or research, literature, scientific journals, articles and books that are relevant to the problems being analyzed. Data analysis uses SWOT analysis which includes analysis of the company's internal factors which will be outlined in the IFAS (Internal Strategic Factor Analysis Summary) matrix, analysis of the company's external factors formulated in the EFAS (External Strategic Factor Analysis Summary), internal-external environment (IE) matrix, IE diagrams and SWOT analysis diagrams. The analysis of the marketing mix strategy used includes the 7P's marketing mix,v namely product, price, place or distribution, promotion, people, process, and physical evidence. The current condition of the company based on the IE matrix is in a growth strategy in the sense that the company needs to cooperate with suppliers or by adding a distribution network. The alternative marketing strategy that can be applied through the SWOT matrix is the alternative strategy that has the highest score of 5,427 is the implementation of the SO strategy, namely by maintaining good relations with consumers by utilizing technological and communication developments as well as expanding market share by utilizing the company's participation in exhibition events farm.

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: 052105
Uncontrolled Keywords: Marketing Mix, IFAS Matrix, EFAS Matrix, IE Matrix, SWOT.
Subjects: 600 Technology (Applied sciences) > 636 Animal husbandry
Divisions: Fakultas Peternakan > Peternakan
Depositing User: Unnamed user with username gaby
Date Deposited: 19 Oct 2021 05:06
Last Modified: 24 Feb 2022 06:43
URI: http://repository.ub.ac.id/id/eprint/184011
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