Marketing Mix Strategy and SWOT Analysis on Beraskita Products Perum Bulog Regional Division North Sumatra

Muhammad Rezeki Julham Putra (), Sugih Arto Pujangkoro and Syafrizal Helmi Situmorang
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Muhammad Rezeki Julham Putra: Universitas Sumatera Utara
Sugih Arto Pujangkoro: Universitas Sumatera Utara
Syafrizal Helmi Situmorang: Universitas Sumatera Utara

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 937-943 from Springer

Abstract: Abstract Rice is a type of food commodity whose demand is constantly increasing because rice is the staple food for the majority of the population of Indonesia. The high demand for rice creates competition among rice-producing companies in Indonesia. Companies need to apply a strategic marketing concept. The marketing concept aims to satisfy customer wants and needs, creating loyalty. The emergence of satisfaction from a customer is based on the marketing mix. The marketing mix includes the 4Ps: product, price, place, and promotion. This study aims to determine: (1) the marketing mix strategy for BerasKita Products Perum Bulog Regional Division North Sumatra and (2) SWOT analysis for the marketing mix strategy (product, price, place, and promotion) on the product of BerasKita Products Perum Bulog Regional Division North Sumatra. This study used a qualitative descriptive approach to collect data from observations, interviews, and documentation. This study will then show marketing strategies to maintain and increase the number of customers and maintain product sales of BerasKita Products Perum Bulog Regional Division North Sumatra.

Keywords: marketing mix; 4P; SWOT analysis (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-008-4_117

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