Strategi Pemasaran pada“Rumah Talas” Gurih 7 Bogor, Jawa Barat

Abstract

Rumah Talas” Gurih 7 is a First Company that produced taro product like taro roll, layered cake, brownies, and etc as souvenirs of Bogor. The study aimed to identify the internal and external factors, analyzing alternatif strategy, and recommends alternative strategic. Research using the SWOT matrix. The result show that the company’s internal condition of product texture, product diversity, location, inovation, product quality, distributive channel, product display, promotion, product quantity, price, and product certification. Research also show the company’s external condition which pending population, increasing population, tourist areas, development of technology, bargaining power of suppliers, subtitution product, increasing competition, industry entry barriers, and strength of buyers. Based on the SWOT analysis produced ten alternatif strategis