Rice Marketing Strategy in Increasing Sales to Rice Factory Group (Poktan) Parung Kembang, Jasinga District, Bogor District
Journal Title: Journal of Economics, Finance and Management Studies - Year 2023, Vol 6, Issue 02
Abstract
This study aims to determine what marketing strategies are approprite to be applied in increasing sales at the Poktan Parung Kembang rice factory. In this study, the type of research used is descriptive qualitative based on the results of the IFAS and EFAS SWOT analysis, using data collection techniques through interviews, observation, questionnaires and documentation. Researchers conducted interviews directly in the field with three resource persons or informants. The results obtained from this study are; Currently, the Poktan Parung Kembang rice factory produces three types of rice products with varied prices and packaging, which is the focus of the marketing strategy of the Poktan Parung Kembang rice factory in increasing product sales by implementing the 4P strategy, namely product strategy, price strategy, place/distribution strategy, and promotion strategy. However, the main 2 focus of the Poktan Parung Kembang rice factory in carrying out its marketing activities is the personal selling method to consumers, especially to those closest to them, so they have not massively used social media as the main means for promotional activities. Based and results of the SWOT analysis obtained, the Poktan Parung Kembang rice factory is in quadrant one, which supports the implementation of an aggressive strategy.
Authors and Affiliations
Prasetyo Hadi, Iwan Kresna,Alfatih S. Manggabarani,Jaka Afrianto
Keywords
Related Articles
- EP ID EP726805
- DOI 10.47191/jefms/v6-i2-17
- Views 29
- Downloads 0
Development of a Corporate-Based Corn Seed Area in Jatirogo District, Tuban Regency
One form of assessment that can be done is a periodic evaluation which can be a warning if programs and activities run outside the plan and become input for further improvement. After the assessment, it is also necessary...
Improving Learning Management Systems to Better Assist Computer Science Teaching in Qatar Higher Education Institutions
Hybrid learning first appeared in the late 1990s as a new way of teaching for distance learning that used computers and the internet to improve students' learning and encourage teachers to change their teaching technique...
Impact of East African Community Integration on Trade: Gravity Model Approach
East African community (EAC) is a regional economic bloc established to foster economic corporation between Kenya, Rwanda, Burundi, Uganda and Tanzania. Using gravity model the study explores the short run and long run e...
The Role of Competitive Advantage on Marketing Performance as mediator variable of Social Capital in SMEs
This study aims to analyze the role of competitive advantage in mediating social capital to increase the marketing performance of SMEs. Many studies have found that SME social capital can increase marketing performance....
Exploring the Mediating Effect of Social Media Perception on Green Beauty Products Purchase Intention: The Evidence from Indonesia
Amidst the growing beauty industry in Indonesia, several local beauty brands have embraced the theme of sustainable beauty or produced environmentally friendly beauty products to reduce pollution impact and pay closer at...