Analisis.strategi,bauran Pemasaran,dalamlmeningkatkan Volume.ekspor (Studi,pada,Bali Pasadena,rattan)

Yongki Perdana Putra • Zainul Arifin • M. Kholid Mawardi
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • October 2016 Indonesia

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(Bahasa Indonesia, 6 pages)

Abstract

This study carry the objective to discover and analyze the marketing mix strategy implemented by Bali Pasadena Rattan to improve its export volume and to discover and analyze supporting and resistance factors of Bali Pasadena Rattan in improving its export volume. Viewed from the objectives, this study was a descriptive study with qualitative approach. Type of data used for this study are primary data and secondary data. Data collection techniques were observation, interview, and documentation. Result ofuthis study revealed implemented marketing mix strategy to improvekits export volume through its innovated product, price strategy would adjusted production cost and tax price, promotion strategy is implementing mass selling and direct marketing, and distribution strategy is using cargo service. Supportingofactors covers: product superiority due to its rare material in other country, appropriate price in line with product's production enabling it to compete in buyer's country, efficiently promoting, partnership with home industry to create products. Impeding factors would covers: lack of market research, taxes which could escalate product price into indefinite range, minimum promoting, lack of process expansion. Conclucion of this study suggested that is necessary to improve strategy performance of the company particularly in products, price, promotion and distribution, and implementing strategy alternative such as expanding export market, initiate cooperation with similar venture.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

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