Perumusan Strategi Pemasaran Untuk Meningkatkan Competitive Advantage (Studi Kasus Produk Daging Se'i Sapi UD Ibu Soekiran Kupang)

Tokan, Megapuspa Marieta Aflediani (2024) Perumusan Strategi Pemasaran Untuk Meningkatkan Competitive Advantage (Studi Kasus Produk Daging Se'i Sapi UD Ibu Soekiran Kupang). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan bisnis daging se'i sapi meningkat setiap tahun, baik di dalam maupun luar NTT, namun demikian kondisi penjualan UD Ibu Soekiran mengalami stagnasi pada tahun 2023. Hasil penjualan di e-commerce selama lima tahun terakhir tertinggal jauh dibandingkan dengan para pesaing Hal ini mengakibatkan produk daging se'i sapi UD Ibu Soekiran kehilangan Competitive Advantage di pasar. Penelitian ini bertujuan menemukan solusi untuk mengatasi stagnasi penjualan dan meningkatkan keunggulan kompetitif produk daging se'i sapi UD Ibu Soekiran dengan menggunakan Analisis Porter Five Forces Model, Marketing Mix, dan STP. Hasil analisis digunakan untuk merumuskan strategi dengan pendekatan Manajemen Strategi dan Strategi Generik Porter.
Hasil analisis IFE-EFE menunjukkan skor 2.6818 dan 3.1569, dengan posisi produk pada IE Matrix berada di Wilayah I-Grow and Build, sementara hasil analisis SPACE Matrix menempatkan posisi bisnis berada di Kuadran Agresif. Berdasarkan hasil analisis menggunakan pendekatan Manajemen Strategi, terdapat 7 alternatif strategi terpilih yang berkaitan dengan peningkatan keunggulan kompetitif, dengan tiga prioritas dari hasil analisis QSPM yaitu penambahan variasi ukuran kemasan, pengembangan produk baru, dan penetapan strategi harga promo. Berdasarkan Pendekatan Strategi Generik Porter, strategi yang perlu diterapkan yaitu Differentiation melalui Penambahan Variasi Ukuran Kemasan dan Focus melalui pengembangan produk baru.
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The growth of the se’i beef business increases every year from within or outside NTT, having an impact on UD Ibu Soekiran where the business will experience sales stagnation in 2023. Sales results through e-commerce over the last five years are still far behind compared to competitors. Competition is getting tougher with competitors who are experts in online marketing and are able to attract more customers, making Se’i beef products from UD Ibu Soekiran lose the Competitive Advantage aspect in the market. This research aims to find solutions to overcome sales stagnation and increase the competitive advantage of UD Ibu Soekiran's se’i beef products. The analytical methods used are the Porter Five Forces Model, Marketing Mix and STP. The results of the analysis are used to formulate strategies using Strategic Management and Porter Generic Strategy approaches. The results of the IFE-EFE Matrix analysis are 2.6818 and 3.1569, and the product position in the IE Matrix is in Region I-Grow and Build. The results of the SPACE Matrix analysis show that the position of the product business direction vector is in the Aggressive Quadrant. Based on the results of the analysis using the Strategic Management approach, there are 7 alternative strategies selected which are related to increasing the competitive advantage of UD Ibu Soekiran's se’i beef products. From the results of the QSPM analysis for 8 alternative strategies, the business owner chose three priority strategies, namely Adding Packaging Size Variations, New Product Development, and Determining Promotional Pricing Strategies. Based on the results of the analysis using Porter's Generic Strategy approach, the strategies that must be implemented by UD Ibu Soekiran are Focus and Differentiation.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Strategi Pemasaran, Competitive Advantage, Daging Se’i Sapi, Manajemen Strategi, Strategi Generik Porter, Marketing Strategy, Beef Se’i, Strategy Management, Porter Generic Strategy
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Megapuspa Marieta Aflediani Tokan
Date Deposited:	08 Aug 2024 13:43
Last Modified:	04 Sep 2024 07:48
URI:	http://repository.its.ac.id/id/eprint/114884

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