PROPOSED MARKETING STRATEGY FOR COMMERCIAL PRODUCT OF PERUM BULOG (THE CASE OF GULA MANIS KITA AND MINYAK GORENG KITA)

• Main Author: Mas Tri Mahardhika, Aulia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49253
• Institution: Institut Teknologi Bandung

Perum Bulog is a state-owned company in the food commodities and logistics sector. Perum BULOG is a distributor of social assistance to community recipients. Currently, the social assistance provided has been done on a non-cash basis, so Perum BULOG must find another source of income. In 2018, Perum BULOG issued a commercial product with the brand "KITA" Therefore, Perum BULOG needs the right marketing strategy to compete with the producers of food commodity on the market. To conduct a company analysis, the company needs to know about business conditions, both internally and externally. The external analysis uses PESTEL analysis and Porter's Five Forces Analysis. Meanwhile, the internal analysis uses STP Analysis (Segmenting, Targeting, Positioning) and Marketing Mix Analysis, which are then developed according to the Business Model Canvas. The analysis concludes that Perum BULOG should focus on its competitive advantage. Then, Perum BULOG must also improve marketing strategies from above the line to below the line. Especially for gula Manis Kita and minyak goreng Kita.