Analisis Strategi Pemasaran Buah Lokal Di Ud. Gudang Buah Kampar

Kesari, Bakti Dwi Yeni (2019) Analisis Strategi Pemasaran Buah Lokal Di Ud. Gudang Buah Kampar. Other thesis, Universitas Islam Riau.

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Abstract

The population of this study is customers who buy local fruit at UD. Kampar Fruit Warehouse while the number of samples in this study were 40 respondents. Data analysis using SWOT analysis identifies internal and external variables. The results of IFAS show that the strength at UD. Kampar Fruit Warehouse is a product quality, various types of fruit products, low prices, strategic location, good cooperative relations and discipline. And the weaknesses are limited product inventory, product durability and not using a computerized system. The results from EFAS show that the opportunities at UD. Kampar Fruit Warehouse is consumer purchasing power, profits, customer loyalty, fruit business development and customer satisfaction. And the threat is the comparison of price and quality, the development of marketing technology and business competitors. The results of IFAS and EFAS show that there is a quadrant 1 position, which is a beneficial position because it has strengths and opportunities. In this case, the company can maximize its strengths to take advantage of existing opportunities.

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