Analisis marketing mix pada industri kerupuk (studi kasus PD Sinar Bunda)

Wiliam, Andi (2015) Analisis marketing mix pada industri kerupuk (studi kasus PD Sinar Bunda). Masters thesis, Universitas Pelita Harapan.

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Abstract

Persaingan industri makanan khusus kerupuk yang ketat mendorong pelaku usaha untuk menciptakan keunggulan bersaing agar dapat bertahan dalam persaingan bisnis. Dalam penelitian ini, PD Sinar Bunda sebagai unit usaha kecil dan menengah di kota Tangerang, Banten belum mampu mengetahui kondisi pasar, kurangnya perencanaan strategis dan permodelan bisnis yang tepat agar unggul dalam persaingan antara pelaku usaha dibidang kerupuk. Metode penelitian yang digunakan adalah penelitian kualitatif dimana bertujuan menjelaskan dan memahami obyek yang diteliti secara khusus sebagai suatu kasus. Jenis penelitian studi kasus dilakukan untuk memberikan pemecahan permasalahan mengenai kondisi persaingan bisnis dan permodelan bisnis khususnya PD Sinar Bunda. Teknik pengumpulan data yaitu studi kepustakaan dan penelitian lapangan dengan cara melakukan wawacara kepada narasumber secara langsung. Setelah itu, baru dilakukan analisis terhadap data-data yang telah diperoleh. Hasil penelitian menunjukkan bahwa persaingan industri kerupuk yang dihadapi oleh PD Sinar Bunda dengan cukup kompetitif, karena faktor adanya pelanggan yang sensitif terhadap harga dan adanya pesaing lain yang kompetitif. Strategi bersaing yang digunakan PD Sinar Bunda untuk dapat unggul dalam persaingan berdasarkan teori Michael Porter adalah cost-leadership dan differensiasi terhadap produk kerupuk sangrai yang dipasarkan di Propinsi Banten khususnya Kota Tangerang. Untuk mengembangkan PD Sinar Bunda agar dapat bersaing di idustri kerupuk menggunakan strategi bauran pemasaran (Marketing Mix), yaitu : strategi produk, harga, distribusi, dan promosi / Food industry competition especially kerupuk is tight,encouraging businesses to create competitive advantage in order to survive in a competitive business. In this research, PD SinarBunda as a small and medium enterprise in Tangerang, Banten has not been able to determine the condition of the market, lack of strategic planning and business modeling appropriate in order to excel in the field of competition between kerupuk businesses. Qualitative research was applied in this research in order to explain and understand the object studied specifically as a case. Case study conducted to provide problem-solving regarding business, competitive conditions and business modeling in PD SinarBunda. Data collection techniques are library research and field research by interviewing the speakers directly. In conclusion a new analysis of the data that has been obtained. The research resulted that kerupuk industry competition faced by PD SinarBunda in is real by competitive enough, because of the existence of (1) price-sensitive customer and (2) competitive presence of other competitors. Strategic competition based on Michael Porter is 5P that has chosen by in PD SinarBunda was (1) cost leadership and (2) differentiation of the products kerupuksangrai is marketed in Banten, Tangerang. To develope PD Sinar Bunda in order able to competitive in kerupuk industry PD Sinar Bunda should apply marketing mix strategic. There are product strategic, price, distribution, and promotion

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