ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULU
This research is aimed at investigating market posisition and market orientation of bakery producers, and designing mix marketing strategy for bakery producers in Bengkulu city. Four bakery producers, namely Surya Bakery, Bake Mart, Karina Bakery and Ais Bakery, are selected purposively as subject...
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| Format: | Article |
| Language: | English |
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BPFP Universitas Bengkulu
2012-09-01
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| Series: | Jurnal Agrisep |
| Subjects: | |
| Online Access: | https://ejournal.unib.ac.id/agrisep/article/view/505 |
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| _version_ | 1850150743055532032 |
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| author | Gracia Gabrienda Nusril Nusril Redy Badrudin |
| author_facet | Gracia Gabrienda Nusril Nusril Redy Badrudin |
| author_sort | Gracia Gabrienda |
| collection | DOAJ |
| description |
This research is aimed at investigating market posisition and market orientation of bakery producers, and designing mix marketing strategy for bakery producers in Bengkulu city. Four bakery producers, namely Surya Bakery, Bake Mart, Karina Bakery and Ais Bakery, are selected purposively as subject of this study. Sixty eight respondents are selected using accidental sampling method for UAI survey, and 4 respondents for each bakery. Relative Market Share and descriptive analysis are used to analyse data obtained from survay. The research found that Surya Bakery can be categorised as market leader, while Bake Mart, Karina Bakery, and Ais Bakery as market challanger, market follower, and market nicher respectively. All bakery producers has custumer orientation. The study also concluded that Surya Bakery should enlarge its market and intisifies promotion, Bake Mart should enlarge its distribution network, Karina Bakery should expose its specific shop and Ais Bakery should find new market segment.
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| format | Article |
| id | doaj-art-97bc766976d044e88e6369ad92f827c2 |
| institution | OA Journals |
| issn | 1412-8837 2579-9959 |
| language | English |
| publishDate | 2012-09-01 |
| publisher | BPFP Universitas Bengkulu |
| record_format | Article |
| series | Jurnal Agrisep |
| spelling | doaj-art-97bc766976d044e88e6369ad92f827c22025-08-20T02:26:27ZengBPFP Universitas BengkuluJurnal Agrisep1412-88372579-99592012-09-0111210.31186/jagrisep.11.2.153-163ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULUGracia Gabrienda0Nusril Nusril1Redy Badrudin2Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas BengkuluJurusan Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas BengkuluJurusan Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Bengkulu This research is aimed at investigating market posisition and market orientation of bakery producers, and designing mix marketing strategy for bakery producers in Bengkulu city. Four bakery producers, namely Surya Bakery, Bake Mart, Karina Bakery and Ais Bakery, are selected purposively as subject of this study. Sixty eight respondents are selected using accidental sampling method for UAI survey, and 4 respondents for each bakery. Relative Market Share and descriptive analysis are used to analyse data obtained from survay. The research found that Surya Bakery can be categorised as market leader, while Bake Mart, Karina Bakery, and Ais Bakery as market challanger, market follower, and market nicher respectively. All bakery producers has custumer orientation. The study also concluded that Surya Bakery should enlarge its market and intisifies promotion, Bake Mart should enlarge its distribution network, Karina Bakery should expose its specific shop and Ais Bakery should find new market segment. https://ejournal.unib.ac.id/agrisep/article/view/505market orientationmarketing mixbread enterpreneur |
| spellingShingle | Gracia Gabrienda Nusril Nusril Redy Badrudin ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULU Jurnal Agrisep market orientation marketing mix bread enterpreneur |
| title | ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULU |
| title_full | ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULU |
| title_fullStr | ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULU |
| title_full_unstemmed | ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULU |
| title_short | ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULU |
| title_sort | analisis orientasi pasar dan strategi bauran pemasaran pengusaha roti di kota bengkulu |
| topic | market orientation marketing mix bread enterpreneur |
| url | https://ejournal.unib.ac.id/agrisep/article/view/505 |
| work_keys_str_mv | AT graciagabrienda analisisorientasipasardanstrategibauranpemasaranpengusaharotidikotabengkulu AT nusrilnusril analisisorientasipasardanstrategibauranpemasaranpengusaharotidikotabengkulu AT redybadrudin analisisorientasipasardanstrategibauranpemasaranpengusaharotidikotabengkulu |