Marlita, Nelvi Dwi (2023) Analisis Pasar Pengembangan Produk LED Lighting untuk Ayam Broiler pada Industri Poultry di Jawa Timur. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan industri lampu yang sangat cepat mendorong perusahaan harus berinovasi dengan pembuatan special lighting diluar dari pembuatan lampu untuk kebutuhan komersial. PT Panasonic Gobel Life Solutions Manufacturing Indonesia saat ini sedang mengembangkan produk special lighting, salah satunya adalah LED bulb inhouse pada ayam broiler. Hal tersebut didasarkan pada adanya pasar yang luas di bidang unggas. Karena hewan melihat dan menyerap cahaya spektral secara berbeda dengan manusia, penting untuk memberi ayam cahaya yang tepat agar dapat menambah produktivitas ayam. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Pengumpulan data dilakukan melalui focus group discussion (FGD) dan survei kepada 30 peternak di Jawa Timur untuk mengetahui analisis pasar dan analisis segmentation targeting positioning (STP) produk special lighting LED bulb in house untuk peternakan ayam broiler. Hasil penelitian ini menunjukkan bahwa preferensi kebutuhan peternak terhadap produk special lighting LED bulb inhouse pada ayam broiler adalah dibutuhkan fitur pengaturan panas lampu, fitur dimming, fitur antibakteri dan fitur warna lampu. Produk special lighting LED bulb in house untuk peternakan ayam broiler memiliki potensi dengan market share untuk tahun 2023 adalah 10,71%. Pada analisis segmentation targeting positioning (STP) ditujukan untuk penduduk Indonesia yang memiliki peternakan ayam broiler dengan kapasitas kandang pribadi, kecil, menengah, dan besar. Panasonic menargetkan pasar business to business (B2B) sebagai sasaran untama produk special lighting LED bulb inhouse pada ayam broiler
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The rapid development of the lighting industry has forced companies to innovate by making special lighting apart from making lamps for commercial needs. PT Panasonic Gobel Life Solutions Manufacturing Indonesia is currently developing special lighting products, one of which is an inhouse LED bulb for broiler chickens. This is based on the existence of a broad market in the field of poultry. Because animals see and absorb spectral light differently than humans, it is important to provide chickens with the right light to increase their productivity. This study uses a descriptive qualitative approach. Data collection was carried out through focus group discussions (FGD) and surveys of 30 farmers in East Java to find out market analysis and segmentation targeting positioning (STP) analysis of special in-house LED bulb lighting products for broiler chicken farms. The results of this study indicate that the preferences of breeders' needs for inhouse LED bulb special lighting products in broiler chickens are the heat setting feature, the dimming feature, the antibacterial feature and the light color feature. Special LED bulb in-house lighting products for broiler chicken farms have potential with a market share for 2023 of 10.71%. In the segmentation targeting positioning (STP) analysis, it is intended for Indonesian residents who have broiler chicken farms with individual, small, medium and large cage capacities. Panasonic is targeting the business to business (B2B) market as the main target for inhouse LED bulb special lighting products for broiler.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Analisis Pasar, Analisis STP, Special Lighting, LED, Ayam Broiler, Market Analysis, STP Analysis, Special Lighting, LED, Broiler Chicken. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD45 Technological innovations |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Nelvi Dwi Marlita |
| Date Deposited: | 07 Feb 2023 02:38 |
| Last Modified: | 07 Feb 2023 02:38 |
| URI: | http://repository.its.ac.id/id/eprint/96327 |
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