Article Per Year (5 Year)
p-Index From 2019 - 2024
0
P-Index
This Author published in this journals
All Journal Jurnal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism)
MADE ANTARA
Program Studi Agribisnis, Fakultas Pertanian, Universitas Udayana, Jl. PB. Sudirman Denpasar 80323
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Strategi Segmenting, Targeting dan Positioning Pemasaran Beras Merah Organik Jatiluwih Bali di Provinsi Bali NI PUTU AYU YULIA DEWI; MADE ANTARA; I KETUT RANTAU
Jurnal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism) Vol.6, No.4, Oktober 2017
Publisher : Agribusiness Study Program, Faculty of Agriculture, Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (277.763 KB) | DOI: 10.24843/JAA.2017.v06.i04.p14

Abstract

Segmenting, Targeting, and Positioning Strategies of Marketing JatiluwihOrganic Brown Rice in Bali Province A company cannot serve all consumers in a vast market. Therefore, if the companywishes to be in the market and win a competition, it must seek a strategy that canunderstand consumers and competitors. This study aimed to determine the marketsegment (segmenting), target market (targeting) and market position (positioning) oforganic red rice products of Jatiluwih Bali. The technique of determining samplesused accidental non-probabilitiy random sampling method. Segmenting and targetingwere done using cluster analysis and crosstab analysis tools. Positioning used Multidimensional scaling and Corespondence analysis. The results of this study showedthat there were 3 segments, with percentage of Segment-1 (49%), Segment-2 (31%)and Segment-3 (20%). Based on the market appeal, potential target market wassegment-3. Product positioning based on MDS analysis tool, Jatiluwih rice productwas not in any quadrant, so it showed no resemblance to the competitor's product.Positioning based on CA analysis, organic red rice products Jatiluwih Bali hadadvantages in health attributes, packaging and aroma. Suggestions that can be madeare that the company should implement strategies to increase sales by maintaining orincreasing the attributes of excellence, increasing price discounts and maintainingquality, developing promotional activities and diversification of processed red riceproducts.
Co-Authors I Ketut Rantau NI PUTU AYU YULIA DEWI