PROPOSE MARKETING STRATEGY FOR MADUNTA AS LOCAL HONEY BERAU (BERAU COAL EMPOWERMENT PROGRAM FOR KOMUNITAS ADAT TERPENCIL) TO INCREASE SALES

• Main Author: Ramadhan, Gilang
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/58038
• Institution: Institut Teknologi Bandung

Honey as a health support product is one of the products needed in the midst of the development of a healthy lifestyle. The opportunity to produce honey in Indonesia is open, especially in Kalimantan, which still has vast natural forests and many Bangeris Trees, including in Berau. The potential natural resources that support honey cultivation has prompted PT BC to create a Corporate Social Responsibility program for KAT (Remote Indigenous Communities) to develop honey production to increase their income who cultivate honey in the traditional way. The challenge is how to take advantage of opportunities to increase the market share of the honey that produce by KAT. After this program has been running for about a year, there are signs of a decline in sales. In addition, there has been no strategy implementation to overcome these problems. Symptoms of the decline in sales are analyzed by looking at external and internal factors that produce root cause analysis. Externally, PEST analysis, Porter's 5 force and Competitor analysis are used, while internal analysis uses STP, Marketing Mix and customer preference. The results show that based on the Madunta segment, mining workers, especially PT Berau Coal, are not maximally accessed because there is only one store front in HO and it was not available at other sites. On the other hand, the impatience of Madunta managers to add distribution channels in various places such as supermarkets, pharmacies and souvenir shops does not provide good performance. In addition, there is a lack of incessant promotion to market Madunta by utilizing several communication media to customer is the root of the problem that must be resolved. Therefore, the result of analysis is provide several strategies to improve sales performance by opening a store front at each site to serve the Madunta segment target. In addition, the use of information technology as a means of promotion with special applications for the internal circles of PT Berau Coal and working partners as well as the utilization of social media is expected to also overcome deficiencies in the promotion of Madunta.