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http://repository.ipb.ac.id/handle/123456789/121087
Title: | Strategi Pemasaran Usaha Minuman Dawoon Tea Indonesia di Kabupaten Bogor |
Other Titles: | Marketing Strategy for Dawoon Tea Indonesia's Beverage Business in Bogor Regency |
Authors: | Pambudy, Rachmat Setiyawan, Ilham Chandra |
Issue Date: | 2023 |
Publisher: | IPB University |
Abstract: | Dawoon Tea merupakan bisnis minuman siap saji yang berbahan dasar teh
hitam. Produk dari Dawoon Tea adalah minuman teh siap saji dengan berbagai
pilihan cita rasa kekinian. Dawoon tea memerlukan strategi pemasaran yang baik
dan efisien untuk menunjang keberlangsungan umur bisnisnya yang masih
tergolong baru. Penelitian ini bertujuan menganalisis keadaan bauran pemasaran
usaha minuman teh pada Dawoon tea, mengidentifikasi faktor-faktor lingkungan
internal dan eksternal yang menjadi peluang dan ancaman serta kekuatan dan
kelemahan bagi Dawoon Tea, serta merumuskan alternatif strategi bagi kegiatan
pemasaran produk minuman Dawoon Tea. Metode analisis yang digunakan yaitu,
analisis deskriptif dan analisis tiga tahap formulasi strategi. Alat analisis yang
digunakan adalah matriks IFE, matriks EFE, matriks SWOT, dan matriks QSP.
Berdasarkan hasil analisis lingkungan internal dan eksternal terdapat 7 kekuatan, 5
kelemahan, 5 peluang, dan 3 ancaman. Hasil analisis matriks SWOT merumuskan
tujuh alternatif strategi. Hasil analisis matriks QSP menetapkan inovasi terbaru
secara langsung di wilayah outlet sebagai prioritas strategi Dawoon Tea is a ready-to-drink beverage business made from black tea. Products from Dawoon Tea are ready-to-eat tea drinks with a wide selection of contemporary flavors. Dawoon tea requires a good and efficient marketing strategy to support the sustainability of its business which is still relatively new. This study aims to analyze the state of the tea beverage business marketing mix at Dawoon tea, identify internal and external environmental factors that are opportunities and threats as well as strengths and weaknesses for Dawoon Tea, and formulate alternative strategies for marketing activities for Dawoon Tea drinks. The analytical method used is descriptive analysis and analysis of three stages of strategy formulation. The analytical tools used are IFE matrix, EFE matrix, SWOT matrix, and QSP matrix. Based on the results of internal and external analysis there are 7 strength, 5 weakness, 5 opportunities, and 3 threats. SWOT matrix analysis gave seven strategy alternatives. QSP matrix analysis states that introduction of newest innovation directly in the outlet area as priority strategy |
URI: | http://repository.ipb.ac.id/handle/123456789/121087 |
Appears in Collections: | UT - Agribusiness |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
[Cover] Ilham Chandra Setiyawan (H34180029).pdf Restricted Access | Cover | 950.34 kB | Adobe PDF | View/Open |
[Full Teks] Ilham Chandra Setiyawan (H34180029).pdf Restricted Access | Full Teks | 883.36 kB | Adobe PDF | View/Open |
[Lampiran] Ilham Chandra Setiyawan (H34180029).pdf Restricted Access | Lampiran | 146.05 kB | Adobe PDF | View/Open |
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