Strategi Pemasaran Kopi Bubuk Tanpak Sidikalang dengan Analisis SWOT

Abstract

Existing competition requires every company strengthen its marketing strategy to maintain the existence and benefits of its products compared to competitors. One step in the preparation of the strategy can be done by analyzing the company's internal and external environment. This study aims to determine the right marketing strategy for the company and determine the condition of the company through a SWOT analysis to find alternative strategies that can be used by companies as a reference in establishing the company expected conditions. SWOT analysis contained in the internal environment analysis is the analysis of strengths and weaknesses and the external environment are the opportunities and threats. This research was conducted at Ground Coffee Enterprises tanpak Sidikalang which began in March 2015. Forms of research is descriptive research method with qualitative data analysis. Descriptive methods focus on the problems or phenomena that exist at the time the research is done or the actual nature, keudian describe the facts about the problems investigated as such and accompanied by rational accurate. The approach taken in this study is a SWOT approach. Analysis is a marketing tool to classify and determine the position of the company in accordance with its environmental strategy. Based on research conducted at the business tanpak Coffee Powder Sidikalang then obtained alternative strategies SWOT matrix resulting from, among others: In order to maintain the distinctiveness of flavor and aroma of coffee and still choose the best raw materials, Always conduct market research to determine the changes in consumer tastes and always make innovations to the product, improve partner with governments, employers / tokai-tokai coffee and communities as well as optimizing the use of internet media in building a network and market the product. Create a brochure in collaboration with the department of tourism, hospitality and Deprindag, Doing Promotion optimally through both print and electronic media and use of Internet technology to expand the market network, and always follow the exhibition activities so that their products more widely known, Open Coffee outlets directly tanpak market environment (densely populated) and cooperation with supermarkets.