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Jurnal Social Economic of Agriculture Pub Date : 2019-01-06 DOI:10.26418/j.sea.v7i1.30757

Susilawati Irma Fahrizal Butsi Ningsih

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引用次数: 0

摘要

面包是Sambas摄政人民喜爱的另一种食物。其中一家从事烘焙面包的企业是Wangi Madu的“清真美味保证(Jaminan Halal Nikmat-JHN)”面包，该面包位于Sambas Regency的Sepuk Tanjung村。这个JHN是由Tiong Nyit Kong先生于2010年创立的，具有家庭规模。2017年1 - 3月的生产、销售和剩余产量逐月下降。导致面包产销量每月下降的因素之一是消费者对JHN面包的购买力下降。因此，有必要研究“烤面包营销策略”如何“保证旺吉玛杜(香蜂蜜)在桑巴斯县塞巴威区塞普克丹绒村的清真美味”。在确定营销策略时，采用内外部因素分析，然后使用SWOT分析进行处理。从IFE / EFE分析中，获得了七个优势，主要优势是拥有完整的许可证和清真证书，价值为0,313。六个缺点，其主要缺点是产品不耐用，值为0,307。四个机会，最大的机会是消费者忠诚度，其值为0,508。四个威胁，主要威胁值为0.463，是网络蛋糕商/卖家的崛起。根据SWOT分析的结果，得到了十种策略，即:引进现有产品并扩大销售区域，开发产品变体或增加新产品，开放合作，产销预测，改进产品包装，通过增加口味和尺寸来提高产品质量，在某些领域招聘人员和增加车辆，增加消费者更需要的新产品加工的创造力，加大促销力度，创建关于JHN 's Bread的网站和社交媒体账户。关键词:面包，清真美味保证(Jaminan Halal Nikmat-JHN)，营销策略

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Strategi Pemasaran Roti Bakar Jamin Halal Nikmat (JHN) Wangi Madu Studi Kasus Desa Sepuk Tanjung Kacamatan Sebawi Kabupaten Sambas

Bread is an additional food favored by people in Sambas Regency. One of the businesses engaged in making baked bread is "Halal and Delicious Guarantee (Jaminan Halal Nikmat-JHN)" bread of Wangi Madu which is located in Sepuk Tanjung Village, Sebawi District, Sambas Regency. This JHN was founded by Mr. Tiong Nyit Kong in 2010, with a household scale. Production, sales and production leftover from January to March 2017 have decreased every month. One of the factors that causes the production and sales of bread to decline monthly is the reduced purchasing power of consumers against JHN's bread. Therefore, it is necessary to examine how "Marketing Strategy for Baked Bread" Halal Delicious Guarantee of Wangi Madu (Scented Honey) in Sepuk Tanjung Village, Sebawi District, Sambas Regency". In determining the marketing strategy, analysis of internal and external factors was used, then processed using SWOT analysis. From the IFE / EFE analysis, obtained seven strengths with the main strength is to have complete permits and halal certificates with a value of 0,313. Six weaknesses, with its main weakness is that the product is not durable with a value of 0,307. Four opportunities, the biggest opportunity with a value of 0,508 is Consumer Loyalty. Four threats with the main threat value of 0.463 is the rise of online cake traders / sellers. Based on the results of the SWOT analysis, Ten strategies are obtained, namely: introducing current products and expanding the marketing area, developing product variants or adding new products, openness and cooperation, production and sales forecasting, improving product packaging, improving product quality by adding flavors and size, recruiting personnel in certain fields and increasing vehicles, increasing creativity for processing new products that are more in demand by consumers, increasing promotional efforts, creating websites and social media accounts about JHN’s Bread.Keywords : bread, Halal Delicious Guarantee (Jaminan Halal Nikmat-JHN), marketing strategy

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来源期刊

Jurnal Social Economic of Agriculture

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审稿时长

4 weeks