Penetapan prioritas strategi bauran pemasaran produk Teh Walini

Abstract

Walini tea is one of tea product brand that produced by downstream industry PT Perkebunan Nusantara (Persero) VIII, Cibiru Bandung. Walini tea marketed since 2002. Recently Walini is facing some problems such as fluctuation sales and limitation of resources. The purpose of this study is to formulate the appropriate marketing strategy through the marketing mix concept of 4P’s which involve the internal and external parties in organization. Analytical Hierarchy Process (AHP) was used as the methode to solve the problems through the selection of several priorities. Result showed that the order of marketing mix priority that has been chosen by internal parties are as follow : price, promotion, product, and distribution. Also the ultimate goal can be determined by several criteria of marketing mix. Those criteria are consumer segmentation, cooperation, quality, and product availability.