Heriansa, Oki (2023) Analisis Strategi Pemasaran Produk Frozen Food PT. Ciomas Adisatwa (Japfa Group) Unit Pekanbaru. Masters thesis, Universitas Islam Riau.

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Abstract

In Product Marketing, planning policies are needed as well as the implementation and implementation of good marketing strategies to face increasingly strong competition. The formulation of this research problem is how the marketing strategy of PT. Ciomas Adisatwa Pekanbaru Unit. This research uses qualitative descriptive methods with case studies. The number of informants in the study was 9 people. The results showed that the implementation of marketing strategies in PT. Ciomas Adisatwa Pekanbaru Unit using the implementation of marketing strategies in general went quite well, although there were some shortcomings. The form of marketing strategy carried out is the implementation of a simple marketing strategy such as always providing products (products) in accordance with market demand and expectations as well as safe accommodation services so that consumers feel satisfied, The policy of providing a price (price) that is quite affordable and does not increase or decrease the price at any time so that consumers feel comfortable in utilizing PT. Ciomas Adisatwa Pekanbaru Unit, carrying out simple promotional activities through agent shops and direct traders as well as the use of social activities in open spaces, has a strategic place. The obstacles in implementing the marketing strategy carried out by PT. Ciomas Adisatwa Pekanbaru Unit includes: 1). The condition of the frozen food business competition in Pekanbaru City is not healthy. 2). Low HR. 3). Inadequate Marketing Budget is proven by not providing facilities to agents directly.

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