Marketing Strategy Analysis of Turmeric Tea Products (Case Study at Food Processing Center of Tarlac Agricultural University, Malacampa, Camiling, Tarlac, Philippines)
Maria Erika Kristy (a*), Budiarto (b), Dwi Aulia Puspitaningrum (c)
Department of Agribusiness, Faculty of Agriculture,
Universitas Pembangunan Nasional Veteran Yogyakarta,
Jl. SWK 104 Condong Catur, Depok, Sleman, D.I Yogyakarta, Indonesia
mariaerika4198[at]gmail.com
Abstract
This study aims to (1) Analyze external and internal factors related to the marketing of Turmeric Tea products, (2) To find out the Food Processing Centers position in the market and the main strategies that can be applied by the Food Processing Center at Tarlac Agricultural University, Philippines in marketing its products, especially Turmeric Tea products. The technique for determining the source is non-probability sampling. Resource persons in this study are employees and stakeholders related to the Nutri Tea products and Turmeric Tea products. The research method used in this research is a case study. Data sources used are primary data and secondary data. Data collection techniques are using observation, interviews, documentation and recording, and questionnaires. Data analysis technique is using the SWOT method. The results of the analysis of the IFE (Internal Factor Evaluation) matrix obtained values 2,480 which shows that the company has internal conditions below average. Analysis of the EFE (External Factor) obtained a value of 2,575 which indicates that the company has a moderate ability (on average) in responding to opportunities owned and overcome the threats faced. The combination of IFE and EFE values can be seen that the companys position is in cell V in the IE (Internal External) matrix, which is the position maintain and maintain (hold and maintain). Strategies that can be applied by companies is market penetration and product development.
Keywords: Marketing Strategy, SWOT
Topic: Economics, Social and Business