Strategi Pemasaran Madu Berdasarkan Karakteristik Konsumen di Kota Bengkulu

Abstract

This study aims to formulate a strategy marketing of honey in Bengkulu city and analyze the market segmentation of honey in the city of Bengkulu. The study was conducted from October to Desember 2016 with 8 honey outlets in Bengkulu city. The data analysis was using descriptive analysis of the validity and reabilitas from atributes of the marketing as well as a marketing test by using SWOT analysis. SWOT analysis on the marketing of honey in the city of Bengkulu on charateristics that consumers get value (X= 3.4537 ; Y= 0.8260) which is located in quadran I, wich is supporting the aggresive policies (growth-oriented strategy) or use a strategy strength-oppurtunity(strategy-so). Based on the choice of strategy (strategic choice) in marketing. The marketing strategy in increasing sales volume of honey products, maximize the promotion of superior products, especially local honey, a more active approach the market segments and potential customers, and work hard to maintain and sustain consumer confidence. The marketing strategy in the future, among other ; Increased product sales and promotional activites and marketing distribution, making consumer services (customer care), and add the product variance.

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