Kristy, Maria Erika and Budiarto, Budiarto and Puspitaningrum, Dwi Aulia (2020) Marketing Strategy Analysis of Turmeric Tea Products (Case Study at Food Processing Center of Tarlac Agricultural University, Philippines). In: Proceedings The 4th International Conference on Green Agro-Industry, 22-23 Oktober 2019, Grand Inna Malioboro.
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Abstract
This study aims to (1) analyze external and internal factors related to the marketing of Turmeric Tea products, (2) find out the Food Processing Centers position in the market and the main strategies that can be applied by the Food Processing Center at Tarlac Agricultural University, Philippines in marketing its products, especially Turmeric Tea products. The technique for determining the source is non-probability sampling. Key persons in this study are employees and stakeholders related to the Turmeric Tea products. The research method used a case study. Data sources used are primary and secondary data. Data collection techniques are using observation, interviews, documentation, recording, and questionnaires. Data analysis technique is using the IFE matrix and the EFE matrix. The results of the analysis of the IFE (Internal Factor Evaluation) matrix obtained values 2,480 which showed that the company has internal conditions below average. Analysis of the EFE (External Factor) obtained a value of 2,575 which indicates that the company has a moderate ability (on average) in responding to opportunities owned and overcome the threats faced. The combination of IFE and EFE values can be seen that the company's position is in cell V in the IE (Internal External) matrix, which is the position maintain and maintain (hold and maintain). Strategies that can be applied by companies were market penetration and product development. Keywords: Marketing Strategy, SWOT, Turmeric Tea
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Marketing Strategy, SWOT, Turmeric Tea |
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Faculty of Engineering, Science and Mathematics > School of Engineering Sciences |
| Depositing User: | S.P., M.Sc Danar Wicaksono |
| Date Deposited: | 24 Jun 2020 10:54 |
| Last Modified: | 24 Jun 2020 10:54 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/22769 |
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