STRATEGI PEMASARAN SARI APEL BROSEM (Studi Kasus di Koprasi Serba Usaha Brosem Kota Batu)

Abstract

Abstract

The development of the cider beverage industry in Batu City has made many new brands circulating in the market so it is necessary to know the position of the product in supporting the determination of the right marketing strategy. In order for a company to remain able to compete in the market, company managers must implement the right strategy to maintain or improve the market position of their products. The objectives of this study are (1) To find out the strengths, weaknesses, opportunities, and threats of KSU apple cider brosem business, (2) To find out strategies that can be applied in marketing apple cider brosem products. The determination of the research location was determined by purposive method (deliberately) at KSU Bosem Batu city. For data analysis using IFAS (Internal Factor Analysis Summary) matrix analysis, EFAS (External Factor Analysis Summary) matrix, IE (Internal External) matrix, SWOT analysis and QSPM (Quantitative Strategic Planning Matrix) analysis. Based on IFAS analysis, the main strength is that consumers who buy in large quantities will get a discount, and the main weakness is not having a discount brochure. Meanwhile, based on EFAS analysis, the main opportunities are market demand and consumer needs for apple cider are increasing and the main threats are economic conditions and the number of similar companies affect the development of KSU Bosem. The results of the SWOT matrix analysis provide several alternative strategies that can be implemented by KSU Bosem based on a combination of internal and external factors.

Keywords: Apple cider beverage industry, marketing strategy