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Title: | Rancangan Strategi Pemasaran di Modern Rice Milling Plant Perum BULOG Subang |
Other Titles: | Marketing Strategy Design at Modern Rice Milling Plant of Perum BULOG Subang |
Authors: | Bantacut, Tajuddin Simanjuntak, Junita Irianti |
Issue Date: | 2023 |
Publisher: | IPB University |
Abstract: | Modern Rice Milling Plant (MRMP) Subang di bawah naungan Perum
BULOG merupakan perusahaan baru yang bisnis utamanya adalah pengolahan
beras sehingga perlu dilakukan identifikasi terhadap kondisi manajemen
pemasarannya. Proyek desain utama ini bertujuan untuk mengevaluasi kondisi
pemasaran perusahaan dan mendapatkan rekomendasi-rekomendasi strategi
pemasaran yang tepat bagi perusahaan. Kondisi pemasaran perusahaan dianalisis
melalui strategi SWOT (Strength, Weakness, Opportunity, Threat) yang nantinya
memberikan rancangan strategi pemasaran dan dapat diukur kepentingannya dari
skala prioritas utama hingga akhir dengan menggunakan analisis QSPM
(Quantitative Strategic Planning Matrix). Kemudian melakukan evaluasi variabel
pemasaran yang digunakan untuk mencapai tujuan pemasaran pada pasar yang
ditargetkan dengan strategi bauran pemasaran yaitu product, price, promotion,
place, dan peole. Strategi terakhir yang dilakukan adalah menganalisis merk yang
dimiliki MRMP Subang agar merk produk memiliki keunggulan yang kompetitif
dengan melakukan analisis strategi STP (Segmenting, Targeting, Positioning).
Melakukan redesain kemasan untuk variasi ukuran baru dengan tujuan
meningkatkan pendapatkan perusahaan. Perencanaan strategi pemasaran dan
redesain kemasan diharapkan dapat memperkuat pemasaran perusahaan dan
meningkatkan tingkat keuntungan penjualan. Modern Rice Milling Plant (MRMP) Subang under the auspices of Perum BULOG is a new company whose main business is rice processing, so it is necessary to identify the condition of its marketing management. This capstone project aims to evaluate the condition of the company's marketing and obtain recommendations for the right marketing strategy for the company. The company's marketing condition is analyzed through the SWOT strategy (Strength, Weakness, Opportunity, Threat) which will later provide a marketing strategy design and its importance can be measured from the top priority scale to the end using QSPM (Quantitative Strategic Planning Matrix) analysis. Then evaluate the marketing variables used to achieve marketing objectives in targeted markets with a marketing mix strategy, namely product, price, promotion, place, and group. The final strategy is to analyze the brands owned by MRMP Subang so that the product brands have a competitive advantage by conducting STP (Segmenting, Targeting, Positioning) strategy analysis. Redesign packaging for new size variations with the aim of increasing company revenue. Marketing strategy planning and packaging redesign are expected to strengthen the company's marketing and increase sales profit levels. |
URI: | http://repository.ipb.ac.id/handle/123456789/123761 |
Appears in Collections: | UT - Agroindustrial Technology |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Cover_F34190023_JunitaIriantiSimanjuntak-2.pdf | Cover | 404.83 kB | Adobe PDF | View/Open |
WM_F34190023_JunitaIriantiSimanjuntak.pdf | Fulltext | 1.25 MB | Adobe PDF | View/Open |
Lampiran_F34190023_JunitaIriantiSimanjuntak.pdf | Lampiran | 103.03 kB | Adobe PDF | View/Open |
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