The Challenges in Marketing Strategy of �Sekar Mayang� Home Industry
This final project aims to identify what is Sekar Mayang and what kind of products that are produced by this home industry. In addition, this paper also aims to explain strategy of marketing applied by Sekar Mayang home industry and how it faces the challenges. These days home industry business has...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2014
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/132633/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=73172 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | This final project aims to identify what is Sekar Mayang and what kind of products
that are produced by this home industry. In addition, this paper also aims to explain strategy
of marketing applied by Sekar Mayang home industry and how it faces the challenges. These
days home industry business has become one of the most desirable types of business for
people, so hopefully this article can help and contribute to the readers and especially for all
the students at English Program Vocational School in the data collection, in the field of
business information.
The method of data collection was done by field studies and library study. For the
field study, the writer conducted a direct observation on activities in Sekar Mayang. In
addition to strengthen the observation, the writer also interviewed Sekar Mayang�s owners
and employees. These observations were carried out for 5 months. For the library research to
gather background information in the discussion of this paper the writer read some books,
read the websites of Sekar Mayang, and some articles from the internet related to the object
of research.
Based on direct observation and interviews to the owner of Sekar Mayang, the writer
obtained some information that Sekar Mayang has several distinct strategies and the
challenges strategy in marketing of its products, such as joining the exhibition, expanding the
market not only in Jogja, and giving attractive prices comparable to the quality of the product
that became the challenges for Sekar Mayang to increase the quality for each products. In
addition, the results of how Sekar Mayang face challenges in business marketing strategy
shows that Sekar Mayang is very prepared in home-based business industry. |
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