Analisis Strategi Pemasaran Mangga Gedong Gincu Kabupaten Indramayu untuk Pusat Perbelanjaan di Kota Besar (Kasus CV Damardjati, Kecamatan Jatibarang, Kabupaten Indramayu)

Abstract

Gedong Gincu Mango is one of the special commodities in Indonesia with economic value. CV Damardjati is a supplier of Gedong Gincu Mango with supermarket distribution area limited in Indramayu Regency and Cirebon City, therefore they have not used the opportunity to get higher selling prices in the big city supermarket. This research was aimed to analyze fruit’s marketing mix and purchasing order of Gedong Gincu Mango in supermarkets and the marketing startegy of CV Damardjati’s Gedong Gincu Mango for the supermarket in big city. Observation and interview were conducted toward the director of CV Damardjati and the supervisors of supermarket and fruit shops. Strategies resulted by SWOT matrix analysis and explained in the two years strategy architecture are: applying the product positioning strategy on the Gedong Gincu Mango by adding brand, label and packaging attribute; enlarge its distribution area in the big city supermarket; and revitalitation promotion by selling promotion and direct marketing. Therefore, the company must built partnership to make Indramayu Regency’s Gedong Gincu Mango competitive in Big City Supermarket