Strategi Pemasaran Rumah Tempe Indonesia di Bogor

Abstract

Rumah Tempe Indonesia (RTI) is one of food processing industries in Bogor which using soybean as raw material. Tempeh and tofu are main products of RTI. Recently, lack of optimization of marketing, limitation of resources, and also lack of optimization of machine used are the kinds problems of RTI. The purpose of this study is to formulate the appropriate marketing stategy through the marketing mix concept of 4P’s which involve the internal and external parties in organization. Analytic Hierarchy Process (AHP) was used as the method to solve the problems through the selection of several priorities. Result showed that the order of marketing mix priority that has been chosen by the internal parties are as follow : product, promotion, place, and price. Also, the ultimate goal can be determined by several criteria of marketing mix. Those criteria are quality, personal selling, direct distribution and above-market pricing.