Pramesthi, Fatima Azrina (2024) Strategi Pemasaran Beras Berdasarkan Analisis Tahap Business Life Cycle dan Analytical Hierarchy Process di PT Komoditi Tani Indonesia. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Marketing strategy is a way for companies to win a sustainable competitive advantage for both companies that produce goods or services. Every company will experience a business life cycle, this makes the company have to develop a marketing strategy according to the stage being experienced. This study aims to analyze the business position of PT Komoditi Tani Indonesia based on the stage of the business life cycle of rice produced and formulate the right marketing strategy at PT Komoditi Tani Indonesia based on the stage of the business life cycle and Analytical Hierarchy Process (AHP). The sampling method used purposive sampling with a total of 6 expert respondents. The analytical method used is the Dickinson method and analytical hierarchy process using expert choice 11 software. The results showed that in the business life cycle, PT Komoditi Tani Indonesia's business position is currently in the start-up stage and the results of the analytical hierarchy process of rice marketing strategy resulted in a priority order of marketing strategies based on the start-up stage, namely developing product design (0.152), participating in relevant events (0.152), product discounts (0.149), improving quality (0.132), bundling prices (0.126), collaborating with influencers (0.115), selling in supermarkets (0.092) and selling in e-commerce (0.082).
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Fatima Azrina Pramesthi | ||||||||||||
| Date Deposited: | 12 Dec 2024 07:53 | ||||||||||||
| Last Modified: | 12 Dec 2024 07:53 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/33011 |
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