PROPOSE MARKETING STRATEGY TO IMPROVE VALUE OFFER Study Case at 3 Pineapple Farmer Groups in Jalan Cagak District, Subang

• Main Author: HANJANI EKAWATI 29116231, RINI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30506
• Institution: Institut Teknologi Bandung

Indonesia as a tropical country makes pineapple asa commodity to improve Indonesian economy. One of the biggestpineapple producers in Indonesia is Subang Regency. This regency located in West Java Province, itproduces more than 180 thousand tons of fresh pineapple per year. Unfortunately,the high pineapple production is not comparable to the price. Subang is the region that become the third lowest pineapple price in Indonesia. This is due to the inability of the farmer groups to increase their bargaining power, so prices are low. <br /> <br /> <br /> <br /> <br /> To examine this problem, external analysis and internal analysis are used. External analysis consists of PESTEL, Market Analysis, Stakeholder Analysis, and Porter Five Forces. While internal analysis consists of Segmenting Targeting Positioning Analysis, Value Chain, and IB Assessment. The analysis shows that the main cause is lack of agricultural & business knowledge, there is no standard operating procedure, lack of government support and lack of capital for pineapple farmer groups in the district of Jalan Cagak. <br /> <br /> <br /> <br /> <br /> Inclusive business models are used to be a solution to this problem-solving. Pineapple farmers in Subang also have to carry out the strategies to develop collaboration, develop SOP, provide training, develop value-added production, develop system organizations, develop production houses and build storage warehouses. <br />