STRATEGI PEMASARAN INDUSTRI PANGAN SKALA KECIL DI ERA DIGITAL : KAJIAN PUSTAKA

Hartono, Nadia Novy and Maligan, J. M. (2020) STRATEGI PEMASARAN INDUSTRI PANGAN SKALA KECIL DI ERA DIGITAL : KAJIAN PUSTAKA. In: Seminar Nasional Teknologi Pangan 2020: Pemanfaatan Sumberdaya Lokal Sebagai Sumber Pangan Fungsional, 10 Oktober 2020, Surabaya.

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Abstract

Small food industry has an important role in the growth of the national economy. Food industry in Indonesia has increased significantly from time to time. Therefore, food industry becomes more competitive especially for the small ones. One of the most important aspect that needs to be implemented is marketing strategy. Marketing strategy is an overview of what needs to be done in order to achieve goals by determining target market and other aspects in marketing. Marketing strategy can be determined by some analysis like Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Strength, Weakness, Opportunity, and Threat (SWOT) along with Quantitative Strategic Planning Matrix (QSPM). Analysis of marketing strategy in this journal is done by literature study from various sources of journals. The result of literature study from various sources of journals shows that marketing strategy will always change according to technological development. The companies always have to be innovative in marketing strategy. Social media gets to be the effective way to implement marketing strategy for small food industry. Keywords : Marketing Strategy, Food Industry, Social Media

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN : 978-623-93261-6-6
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions: Conference/Seminar > Seminar Nasional Teknologi Pangan 2020: Pemanfaatan Sumberdaya Lokal Sebagai Sumber Pangan Fungsional
Depositing User: Ananta Prathama
Date Deposited: 10 Feb 2021 09:37
Last Modified: 10 Feb 2021 09:49
URI: http://repository.upnjatim.ac.id/id/eprint/1342

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