STRATEGI BERSAING JAHE INSTAN PRODUK CV. INTRAFOOD

Suharyati, Anita (2013) STRATEGI BERSAING JAHE INSTAN PRODUK CV. INTRAFOOD. Other thesis, Universitas Sebelas Maret.

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    Abstract

    commit to user Anita Suharyati H0809011. 2013. Competitive Strategy of Ginger Drink in the Commanditaire Venootscop Intrafood. Under the supervision of Dr. Ir. Mohd. Harisudin, M.Si, and Emi Widiyanti, S.P, M.Si. Agribusiness Department, Faculty of Agriculture. Sebelas Maret University. Instant ginger drink is one product that has a trade competition. This is indicated by the increasing number of brands of instant ginger beverage products in the market. CV. Intrafood as instant ginger producer, requires strategies that are used to maintain its business in the capture market and can determine the appropriate action to be done in order to have a competitive advantage. This study aimed to investigate the characteristics of instant ginger CV products. Intrafood, knowing the competitive position of the product instant ginger CV. Intrafood, competitive strategy and formulate a workable CV. Intrafood instant ginger in marketing products. This study uses a descriptive analysis. Method of determining the location using purposive (deliberately). Data used in the study Adala primary data and secondary data. Methods of data analysis using CPM analysis (competitive profile matrix) and perceptual mapping. Results of the research showed that the characteristics of the product instant ginger CV. Intrafood is a display of the colors brown, ginger smell is so strong, viscous liquid is quite thick, so strong ginger flavor and sweetness was not overwhelming, in terms of the benefit that is warm and spicy sensation was so strong, in terms of after taste that is not bitter effects , less well-known brand name and brand typography writing interesting, namely the packaging design batik patterns are well known, less ginger image visualization, easy to open, the quality is not rigid packaging, packaging color batik brown, sticky granules impressed with the product packaging, completeness label on the package is still lacking . The competitive position of products in the instant ginger CV. Intrafood CPM analysis product positioning instant ginger CV. Intrafood the instant ginger a peaked at number 2 among the three competitors. Instant ginger CV products "IF" had total scores higher (2.9242) than the instant ginger product C (1.5909) and instant ginger product D (1.5303). Total score highest occupied by instant ginger product B is equal to 3.5758. Strategies that can be applied in the instant ginger product competition CV. Intrafood is to maintain the benefits of the product that is the warmth and instant ginger spiciness level, benchmark presentation of the colors look like ginger ginger instant instant C, benchmark smell, consistency, taste, after-taste with a major competitor (instant ginger B) as well as the benchmark brand name, packaging design, quality packing, color packing, the performance of the product in the packaging, and completeness label with a major competitor (instant ginger B). Advice can be given about the product rivalry instant ginger CV. Intrafood are as follows: change the permission on the original product P-IRT into POM TR, include efficacy/concrete benefits of consuming instant ginger products, promoting the company and products by way of instant ginger socialize through advertisements in the print and electronic media so that the public be expected to know and know the instant ginger and their benefits, optimize customer service on the packaging label to provide a channel of communication in the form of a mailing address, telephone numbers, website and email address. commit to user Anita Suharyati H0809011. 2013. Strategi Bersaing Jahe Instan Produk CV. Intrafood. Di bawah bimbingan Dr. Ir. Mohd. Harisudin, M.Si dan Emi Widiyanti, S.P, M.Si. Fakultas Pertanian Universitas Sebelas Maret Surakarta. Jahe instan merupakan salah satu produk minuman yang memiliki persaingan perdagangan. Hal tersebut ditunjukkan dengan semakin banyaknya merek produk minuman jahe instan yang beredar dipasaran. CV. Intrafood sebagai perusahaan penghasil jahe instan, memerlukan strategi yang digunakan untuk mempertahankan usahanya dalam merebut pasar serta dapat mengetahui tindakan yang tepat yang harus dilakukan agar memiliki keunggulan bersaing. Penelitian ini bertujuan untuk mengetahui karakteristik jahe instan produk CV. Intrafood, mengetahui posisi bersaing jahe instan produk CV. Intrafood, serta merumuskan strategi bersaing yang bisa diterapkan CV. Intrafood dalam memasarkan produk jahe instan. Penelitian ini menggunakan metode analisis deskriptif. Metode penentuan lokasi menggunakan metode purposive (sengaja). Jenis data yang digunakan dalam penelitian adala data primer dan data sekunder. Metode analisis data menggunakan analisis CPM (competitive profile matrix) dan perceptual mapping. Hasil penelitian menunjukan bahwa karakteristik jahe instan produk CV. Intrafood adalah warna penyajian cokelat, aroma jahe begitu kuat, kekentalan cairannya cukup pekat, rasa jahe begitu kuat terasa dan rasa manis tidak berlebihan, dari segi manfaat yaitu sensasi hangat dan pedas begitu kuat, dari segi after taste yaitu tidak menimbulkan efek pahit, nama merek kurang dikenal, dan penulisan tipografi merek menarik, desain kemasan corak batiknya sudah dikenal, visualisasi gambar jahe kurang, mudah dibuka, kualitas kemasan tidak kaku, warna kemasan batik kecoklatan, kinerja produk terkesan lengket dengan kemasan, kelengkapan label pada kemasan masih kurang. Hasil analisis CPM posisi jahe instan produk CV Intrafood yaitu jahe instan A menempati posisi nomor 2 diantara ketiga pesaingnya. Jahe instan produk CV. Intrafood memiliki total skor lebih tinggi (2,9242) dibanding produk Jahe instan C (1,5909) dan produk jahe instan D (1,5303). Total skor tertinggi diduduki oleh produk jahe instan B yaitu sebesar 3,5758,. Strategi yang dapat diterapkan dalam persaingan jahe instan produk CV. Intrafood adalah mempertahankan manfaat pada produk jahe instan yaitu kehangatan dan tingkat kepedasannya, benchmark tampilan warna penyajian jahe instan seperti jahe instan C, benchmark aroma, kekentalan, rasa, after taste dengan pesaing utama (jahe instan B) serta benchmark nama merek, desain kemasan, kualitas kemasan, warna kemasan, kinerja produk dalam kemasan, dan kelengkapan label dengan pesaing utama (jahe instan B). Saran yang dapat diberikan mengenai persaingan produk jahe instan CV. Intrafood antara lain sebagai berikut: merubah ijin edar produk yang semula P- IRT menjadi POM TR, mencantumkan khasiat/manfaat konkrit dari mengkonsumsi produk jahe instan, mempromosikan perusahaan dan produk jahe instan dengan cara mensosialiasikan melalui iklan di media cetak dan elektronik sehingga diharapkan masyarakat mengenal dan mengetahui jahe instan beserta manfaatnya, mengoptimalkan layanan konsumen pada label kemasan dengan menyediakan saluran komunikasi baik dalam bentuk alamat surat, nomor layanan telepon, website serta alamat email.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    Divisions: Fakultas Pertanian > Agribisnis
    Depositing User: Nur Anisah
    Date Deposited: 03 May 2014 19:11
    Last Modified: 03 May 2014 19:11
    URI: https://eprints.uns.ac.id/id/eprint/14651

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