Analisis Strategi Pemasaran Brownies dan Bolu Lapis Bogor Sangkuriang Pada CV Agrinesia Bogor, Jawa Barat

Abstract

CV Agrinesia is a company that produces layered brownies and cake as souvenirs typical of Bogor. The company uses taro flour as the main raw material. The objectives of this research is to evaluate existing marketing strategy in CV Agrinesia. The method used in this research is descriptive analysis, analysis of the marketing mix (4P) and Analytical Hierarchy Process (AHP). Based on the evaluation results of the marketing mix strategies, found that there are several variables that have not been. These variables include the availability of producy, the product warranty, discount and promotion of social media and websites. Based on the results of AHP analysis showed that the levels of factors, priorities will be focused on promotion of social media and websites with a weight of 0.529. At the level of the actor, the owner has a very influential role in the company with a weight of 0.461. The objectives priority in marketing strategy of CV Agrinesia is to expand the consumer satisfaction with weights 0.466 and priorities chosen alternative marketing strategy is the increased promotion of social media and website with weighs 0.391.