Informasi Detil Paper

Judul: Strategi Bauran Pemasaran Buah Segar: Studi Kasus Hypermart Ambon City Center Kota Ambon.
Penulis: Suci Yati Ardin, W. B. Parera & Raja M. Sari  || email: agrilan@mail.unpatti.ac.id
Jurnal: Agrilan Vol. 1 no. 4 - hal. 41-53 Tahun 2013  [ Pertanian ]
Keywords:  Strategy Marketing Mix , Fresh Fruits , Hypermart Ambon City Center, Ambon
Abstract: The marketing strategy has a very important role for the company to face competition. This research aims to find out about marketing mix implementation of fresh fruits, consumers' assessment of marketing mix implementation of fresh fruits and alternative strategy of fresh fruits marketing mix in Ambon City Center Hypermart - Passo. Samples were taken in this research by using a convenience sampling method or accidental sampling as much as 100 respondents. The results showed that marketing mix implementation of fresh fruit applied by the ACC Hypermart includes product, price, place and promotion or distribution channels. Consumer's assessment of fresh fruits marketing mix implementation was based on 4P (the overall marketing mix) was good and the alternative formulation of fresh fruits marketing mix strategies were maintaining existing sales volumes, optimizing promotional activities, maintaining and improving the quality of products to meet consumer needs, improving the quality of human resources, optimizing continuity and availability of fruits, improving service to the consumer to face the competition, maintaining the relationship with suppliers and maintaining competitive price level.
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