dc.contributor.advisor | Nurhayati, Popong | |
dc.contributor.advisor | Ramadanti, Annisa | |
dc.contributor.author | Nurjanah, Audra Siti | |
dc.date.accessioned | 2021-09-17T00:01:17Z | |
dc.date.available | 2021-09-17T00:01:17Z | |
dc.date.issued | 2021 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/109260 | |
dc.description.abstract | Green House Karamba, sebagai penyedia sayuran hidroponik, menghadapi permasalahan volume penjualan fluktuatif dan kesulitan dalam menjangkau konsumen tingkat akhir. Oleh karena itu, Green House Karamba membutuhkan formulasi strategi pemasaran yang tepat. Penelitian ini bertujuan (1) Mengidentifikasi strategi pemasaran yang telah dilakukan oleh Green House Karamba dan diterima oleh konsumen aktual berdasarkan atribut bauran pemasaran 4C; (2) Mengidentifikasi keunggulan kompetitif berdasarkan kondisi persaingan menggunakan porter's five forces model; dan (3) Merumuskan strategi pemasaran yang dapat diterapkan oleh perusahaan. Penelitian ini menggunakan tools bauran pemasaran 4C, porter’s five forces model dan pendekatan marketing genius. Hasil analisis bauran pemasaran 4C dan porter’s five forces model akan dirumuskan ke dalam market strategy dan competitive positioning menggunakan pendekatan marketing genius sebagai input strategi pemasaran untuk Green House Karamba dapat bersaing di pasar. | id |
dc.description.abstract | Green House Karamba, as hydroponic vegetable producer, faces fluctuating sales volume and difficulty in reaching the end consumer. Therefore, Green House Karamba needs strategy formulation. This study aimed to: (1) Identify the marketing strategy that has been carried out by Green House Karamba and accepted by actual consumers based on marketing mix 4C; (2) Identify competitive advantage based on competitive conditions used porter's five forces model; and (3) Formulate a marketing strategy that can be applied by the company. This research used marketing mix 4C analysis, porter’s five forces model, and marketing genius approach. The results of the marketing mix 4C analysis and the porter’s five forces model analysis were formulated into a market strategy and competitive positioning using a marketing genius approach as an input to develop the marketing strategy of Green House Karamba to compete in the market. | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Pengembangan Strategi Pemasaran Sayuran Hidroponik Green House Karamba | id |
dc.title.alternative | Development of Hydroponic Vegetables Marketing Strategy at Green House Karamba | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | hydroponic | id |
dc.subject.keyword | marketing genius | id |
dc.subject.keyword | marketing mix 4C | id |
dc.subject.keyword | marketing strategy | id |