Research Article
Bread Marketing Strategy on Coffee and Bakery Teaching Factory at Politeknik Negeri Jember
@INPROCEEDINGS{10.4108/eai.5-11-2022.2326524, author={Ardhita Alam Wiguna and Linda Ekadewi Widyatami and Fredy Eka Ardhi Pratama and Paramita Andini}, title={Bread Marketing Strategy on Coffee and Bakery Teaching Factory at Politeknik Negeri Jember}, proceedings={Proceedings of the 3rd International Conference on Social Science, Humanity and Public Health, ICoSHIP 2022, 05-06 November 2022, Banyuwangi, East Java, Indonesia}, publisher={EAI}, proceedings_a={ICOSHIP}, year={2023}, month={1}, keywords={plain bread business development strategy swot qspm}, doi={10.4108/eai.5-11-2022.2326524} }- Ardhita Alam Wiguna
Linda Ekadewi Widyatami
Fredy Eka Ardhi Pratama
Paramita Andini
Year: 2023
Bread Marketing Strategy on Coffee and Bakery Teaching Factory at Politeknik Negeri Jember
ICOSHIP
EAI
DOI: 10.4108/eai.5-11-2022.2326524
Abstract
The bakery business at Politeknik Negeri Jember has developed into an industrial service unit. This research was carried out based on the selling price of plain bread at the Coffee and Bakery Teaching Factory, which was unstable and unimproved. This study aimed to analyze internal and external environmental factors, formulate alternative marketing strategies, and determine the right strategic priorities to be implemented. The method used was the analysis of internal and external factors of the company and continued using the SWOT and QSPM analysis. The results of the IE matrix calculation showed that the business conditions employed growth and development strategies. Meanwhile, the results of the QSPM analysis showed that the priority of choosing right strategy was to maximize promotion based on social media and marketplace technology. Promotions were carried out intensely and effectively to reach the market inside and outside the region.