Analisis Strategi Pemasaran Usaha Tambak Udang Desa Teluk Pambang (Studi Kasus Koperasi Produksi Generasi Mandiri)

Sianturi, Lidya Sartika (2021) Analisis Strategi Pemasaran Usaha Tambak Udang Desa Teluk Pambang (Studi Kasus Koperasi Produksi Generasi Mandiri). Diploma thesis, Politeknik Negeri Bengkalis.

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Abstract

This study aims to identify and analyze the marketing strategy used by the Independent Generation Production Cooperative. The type of research used in this research is descriptive qualitative research. The sample taken in this study was one respondent, namely the Chairman of the Independent Generation Production Cooperative. Data collection was taken in the form of interviews with non-probability sampling method, namely purposive sampling. In data analysis using data collection, data reduction, data presentation, drawing conclusions. The results of interviews conducted by the marketing channel used by the Independent Generation Production Cooperative use two distribution channels, namely direct distribution channels and indirect distribution channels, where marketing channels are level 0, level II channels and level III channels. The SWOT analysis of the Independent Generation Production Cooperative is as follows: the strengths of the Independent Generation Production Cooperative are: potential location, demand for vanam e shrimp, availability of capital from cooperative members, sufficient number of workers, paying taxes, from the weakness side of the cooperative Generation Mandiri production is a capital-intensive and labor-intensive business, large production costs (cultivation), the quality of Human Resources (HR) is still lacking, the risk of failure is high, vaname shrimp is susceptible to disease, in terms of opportunities the Independent Generation Production Cooperative has a target large market, stable market demand, promising shrimp prices, promising business profit opportunities, strategic business locations, becoming partners for new vaname shrimp cultivators, in terms of the threat of the Independent Generation Production Cooperative, which is difficult in managing business place permits, difficult in managing permits foreign trade business.

Item Type: Thesis (Diploma)
Contributors:
ContributionContributorsEmailNIDN/NIDK
Thesis advisorHandayani, Tritrihandayani@polbeng.ac.idNIDNNIDN0008058502
Uncontrolled Keywords: marketing strategy, marketing channels, SWOT analysis, segmentation, targeting, positioning, marketing mix
Subjects: 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran
Divisions: Jurusan Administrasi Bisnis > Diploma Tiga Administrasi Bisnis > TUGAS AKHIR
Depositing User: Lidya Sartika Sianturi
Date Deposited: 01 Oct 2021 16:40
Last Modified: 01 Oct 2021 16:40
URI: http://eprints.polbeng.ac.id/id/eprint/1967

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