Kauri, Fadia Hana No (2023) Strategi Pemasaran Produk Teh Hitam Menggunakan Analisis SOAR di PT. Rolas Nusantara Mandiri Surabaya. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
Indonesia's location which has many volcanoes is an indication that Indonesia has potential land for cultivating tea. Supported by the high production of tea from the State Large Estates (PBN). However, that’s not guarantee BUMN branded tea products, one of which is the Rolas Tea brand which is managed by PT. Rolas Nusantara Mandiri was able to break into the top six rankings as the Top Brand in the leaf tea category. Based on this, it is necessary to do research on the right marketing strategy. The purpose of this study is to analyze internal-external factors, formulate alternative marketing strategies, and determine marketing strategy priorities. This study uses a qualitative and quantitative approach. The research location is in Surabaya, four informants were selected purposively. Methods of data collection using interviews, observation, documentation, and secondary data as a reference. The data analysis method used is descriptive analysis, to answer the first purpose using the IFE and EFE matrix analysis, the second purpose using the IE matrix and SOAR analysis, and the third purpose using the QSPM matrix. The research result show that IFE matriks score is 3.19, EFE 3.58, the IE matriks show the company position on the quadrant I, the SOAR analysis obtain six alternative strategy, and the QSPM matriks show the priority strategy is the strategy 3 (market penetration) with the TAS 8.00. Key Words: Marketing Strategy, Black Tea, IFE and EFE, IE, SOAR, and QSPM
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Fadia Hana No Kauri | ||||||||||||
| Date Deposited: | 12 Dec 2023 08:13 | ||||||||||||
| Last Modified: | 12 Dec 2023 08:13 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18980 |
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