Ardiansyah, Diaz Mudzakir (2022) Strategi Bauran Pemasaran Kopi Organik Desa Sidomulyo Kabupaten Jember. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The lack of certainty or market share for organic coffee is caused because consumers are limited to certain circles such as the upper middle class, making it difficult for the Sidomulyo 1 Farmer Group to sell organic coffee products. The purpose of this research is to formulate an alternative marketing mix strategy for organic coffee in the Sidomulyo 1 Farmer Group that is superior and appropriate. The research location was determined deliberately at the Sidomulyo Farmer Group 1. The research method used SWOT analysis, IFE matrix, and EFE matrix. The results of the research show that data analysis on the IFE matrix on the strength factor gets a score of 2.00 while for the weakness factor gets a score of 1.63. While the EFE matrix analysis on the opportunity factor has a score of 1.86 while the threat factor has a score of 1.88. The results of the SWOT matrix analysis position the organic coffee business in the Sidomulyo Farmer Group 1 in quadrant II and the alternative strategies that must be implemented are developing a marketing network using the marketplace and to nearby cafes supported by good quality products for health; and Develop organic coffee product business by making product innovation variants.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Diaz Mudzakir Ardiansyah | ||||||||||||
| Date Deposited: | 28 Sep 2022 04:03 | ||||||||||||
| Last Modified: | 28 Sep 2022 04:46 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/9645 |
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