Jurnal Teknik Industri Terintegrasi (JUTIN)
Vol. 6 No. 4 (2023): Oktober

Pengembangan dan Implementsi Strategi Pemasaran Inovatif untuk Produk Rengginang Mini dalam Industri Makanan Ringan Metode Analisis SWOT dan Marketing MIX

Muhammad Taufiqurrahman (Universitas Muhammadiyah Gresik)
Hidayat Hidayat (Universitas Muhammadiyah Gresik)
Yanuar Pandu Negoro (Universitas Muhammadiyah Gresik)

Article Info

Publish Date
30 Oct 2023

Abstract

Mini rengginang is a traditional Indonesian food which has been innovated into a snack and can be consumed by all groups, both young and old. This research aims to identify and implement innovative marketing strategies to increase market penetration of mini rengginang products in the snack food industry. The SWOT evaluation method is used to analyze the strengths, weaknesses, opportunities and threats associated with a product in a competitive market. Meanwhile, the application of the marketing mix aims to optimize product, price, promotion and distribution elements in order to achieve the specified marketing objectives. By integrating these two methods, this research seeks to provide a comprehensive view of how to address market challenges, identify competitive advantages, and adapt marketing strategies to gain a competitive edge in the ever-evolving snack food industry.

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Journal Info
Jurnal Teknik Industri Terintegrasi (JUTIN)
Website

Abbrev

jutin

Publisher

Universitas Pahlawan Tuanku Tambusai

Subject

Decision Sciences, Operations Research & Management Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering

Description

Jurnal Teknik Industri Terintegrasi merupakan jurnal yang dikelola oleh Program Studi Teknik Industri Fakultas Sains dan Teknologi Universitas Pahlawan Tuanku Tambusai yang menjebatani para peneliti untuk mempublikasikan hasil penelitian di bidang ilmu teknik dan teknik industri mencakup proses ...