STRATEGI DISTRIBUSI DAN PROMOSI MI GLOSOR SEBAGAI MAKANAN KHAS KOTA BOGOR
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Published:
Jul 22, 2020
Keywords:
Distribution and Promotion Strategy, Glossy Noodle (mi glosor), A’WOT, Bogor City
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Abstract
Distribution and promotion strategy is a very important thing that must be done by a company to face competition in order to continue to grow and earn profits according to company targets. Through this research, a study of distribution strategies and promotion of glossy noodles as a typical food of Bogor City using the A'WOT method, an analytical method that combines the Analytical Hierarchy Process (AHP) method and the SWOT (Strength-Weakness-Opportunity-Threatness Analysis) method. The results showed: 1) The position of distribution strategy and promotion of the development of mi glosor in the city of Bogor in the internal-external quadrant matrix in quadrant IV, which requires caution, 2) The estimation results of internal factors and external factors indicate the marketing position is in quadrant III with the strategy conservative, 3) The results of AHP analysis found that opportunity factors are the main factor in the development of distribution, 4) Priority of distribution strategies and promotion of mi glossos in Bogor City are: a) Utilizing information technology advancements to increase promotion in the middle class, b) Utilizing market share by increasing production capacity, c) Utilizing market share to increase regular customers with high quality noodles and raw materials, d) making glossy noodles as a typical Bogor product, e) Increasing the shelf life of glossy noodles and packaging quality in order to compete in the market, f ) Increase capital, production technology, production capacity and promotion through government support and assistance, g) Increase cooperation with customers and i) maintain the quality of the noodles in order to compete. Keywords: Distribution and Promotion Strategy, Gloss Glossary, A’WOT, Bogor City
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How to Cite
Jumiono, A., Harun, A., & Dihansih, E. (2020). STRATEGI DISTRIBUSI DAN PROMOSI MI GLOSOR SEBAGAI MAKANAN KHAS KOTA BOGOR. Jurnal Ilmiah Pangan Halal, 1(2), 39–47. https://doi.org/10.30997/jiph.v1i2.3096
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References
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Callon, J. D. (1996), Competitive Advantage Through Information Technology. New York: McGraw-Hill Companies, Inc.
David F. 2009. Manajemen Strategis Konsep. Ed ke-12. Jakarta (ID): Salemba Empat.
Dewi, M. 2017. Strategi Pemasaran UMKM Dalam Meningkatkan Daya Saing Di Pasar Ritel Modern Carrefour (Kasus PT Madanifood, Jakarta) Sekolah Pascasarjana. [Thesis]. (ID): Institut Pertanian Bogor.
Fletcher, K. 1995. Marketing Management and Information Technology, 2nd ed. London: Prentice-Hall.
Hora, S.C. 2004. Probability judgments for continuous quantities: linear combinations and calibration, Management Science 50. 597-604.
Johns, N. and Howard, A. (1998), “Customer expectations versus perceptions of service performance in the foodservice industry”, International Journal of Service Industry Management, Vol. 9 No. 3, pp. 248-56.
Kangas, Jiriki., et al. 2001. A“WOT: Integrating the AHP with SWOT Analysis”ISAHP, Switzerland.
Kotler, P., dan Amstrong, G. 2004. Principle of Marketing. (10th ed.). New Jersey: Prentice Hall International, inc.
Kotler dan Amstrong. 2001. Prinsip-Prinsip Pemasaran. Jilid 1, Alih Bahasa Damos Sihombing dan Wisnu Chandra Kristiaji. Jakarta: Erlangga.
__________________ 2008. Prinsip-prinsip pemasaran. Jilid 1. Edisi Keduabelas. Jakarta: Erlangga.
Kerin, R dan Peterson, R. 2015. Pemasaran Strategis Kasus dan Komentar. Jilid 1, Jakarta: Indeks.
Maghfiroh dan Marimin. 2010. Aplikasi Teknik Pengambilan Keputusan dalam Manajemen Rantai pasok”. Bogor: PT. Penerbit IPB Press.
Osuna, Edgar Elias dan Aranda, Alvaro. 2007. Combining SWOT And AHP Techniques For Strategic Planning. Economic Journal. Instituto de Estudios Superiores de Administración (IESA) Avenida IESA, San Bernardino, Caracas – Venezuela.
Ryu, K., & Han Heesup. 2010. Influence of the Quality of Food, Service, and Physical Environment on customer satisfaction and behavioral intention in quick- casual restaurants: moderating role of perceived price. Journal of Hospitality & tourism Research, Vol. 34 : 310.
Rangkuti, F. 2009. Analisis SWOT: Teknik Membedah Kasus Bisnis. Gramedia Pustaka Utama. Jakarta. 246p.
__________ 2017. Riset Pemasaran. Jakarta: PT. Gramedia Pustaka Utama.
__________ 2018. Personal SWOT Analysis. Jakarta: PT. Gramedia Pustaka Utama.
Rosyadi, I. 2018. Strategi Pemasaran Produk. Empat Dua Media. Malang.
Saaty, T. L., 1993. Decision Making for Leader: The Analytical Hierarchy Process for Decision in Complex World, Prentice Hall Coy. Ltd. : Pittsburg.
Saaty, T. L. (2008). “Decision Making with The Analytic Hierarchy Process”. International Journal Services Sciences. [Online] 1, (1), 83-98. Tersedia: http//www.indescience.com [26 April 2013]
Saaty T. L. dan L. G. Vargas, 2012. Models, Methods, Concepts & Applications of the Analytic Hierarchy Process, New York: Springer.
Sugiyono. 2010. Metode Penelitian Kuantitatif, Kualitatif, R & D. (Edisi Revisi). Bandung: Alfabeta.
Suyanto, M. 2018. Muhammad Marketing Strategy. CV Andi Offset. Yogyakarta.
Taylor III, dan Bernard W; 2004 “Introduction to Management Science”,Edisi Kedelapan, Prentice Hall, New Jersey.
Teguh. 2018. Strategi Pemasaran Online UMKM Makanan Di Kabupaten Bogor. Tesis. IPB University. Bogor.
Tjiptono, F. 2008. Strategi Pemasaran Edisi III. CV. Andi Offset, Yogyakarta
Wheelen., Thomas L., dan H. J. David. 2000. Strategic Management and Business Policy. Prentice Hall. USA.
Yusuf, M. 2017. Training Aplikasi Sistem Penunjang Keputusan (Decision Support System). Materi SWOT. Bogor.
Zulkifli, L. 2017. Strategi Pemasaran Beras Organik Pada Kelompok Tani Sri Makmur Di Kabupaten Sragen. Program Studi Agribisnis. Sekolah Pascasarjana. [Thesis]. (ID): Institut Pertanian Bogor.