Penetapan Prioritas Strategi Pemasaran Tanaman “Anggrek Spesies” di Kebun Raya Bogor

Abstract

Bogor Botanic Gardens (BBG) is one of the supporting organization in orchid‟s agribusiness system. This institution propagate orchids in laboratory using “in vitro” technique. The propagule were sold and can be considered as an dissemination of BBG research actvities. Recently BBG is facing some problems such as declining sales and limitation of resources. 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, price, and place. Also, the ultimate goal can be determined by several criteria of marketing mix. Those criteria are quality, social media, price discrimination, and information of product availability