Implementasi Strategi Produk Dalam Keunggulan Bersaing
English This study aims to determine the implementation of product strategies in the competitive advantage of cake products in Malang Kendedes Cake & bakery. Qualitative research methods are used with a case study approach. And withdrawing data by dept interview from the informant by purpos...
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| Format: | Article |
| Language: | English |
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Universitas Yudharta Pasuruan
2019-08-01
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| Series: | Sketsa Bisnis |
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| Online Access: | https://jurnal.yudharta.ac.id/v2/index.php/SKETSABISNIS/article/view/1593 |
| Summary: | English
This study aims to determine the implementation of product strategies in the competitive advantage of cake products in Malang Kendedes Cake & bakery. Qualitative research methods are used with a case study approach. And withdrawing data by dept interview from the informant by purposive sampling. The results of the study show: (1) The product strategy adopted by Citra is to develop new products (2) The competitive advantage in the image is to have product differences compared to competitors; (3) The constraints experienced by Citra are multuative marketing or in certain months, the solution is to strengthen sales estimates at each store
Keywords: implementation of product strategies, competitive advantage, baking products
Indonesia
Penelitian ini bertujuan untuk mengetahui implementasi strategi produk dalam keunggulan bersaing produk kue di citra kendedes cake & bakery malang. Digunakan metode penelitian kualitatif dengan pendekatan studi kasus. Dan penarikan data dengan dept interview dari informan dengan cara purposive sampling. Hasil penelitian menun-jukkan: (1) Strategi produk yang diterapkan oleh Citra adalah dengan mengembangkan produk baru (2) Keunggulan bersaing di citra adalah dengan mempunyai perbedaan produk dibandingkan dengan para pesaing; (3) Kendala yang di alami oleh Citra adalah pemasaran multuatif atau pada bulan-bulan tertentu, solusinya adalah dengan memperkuat estimasi penjualan disetiap toko
Keywords: implementasi strategi produk, keunggulan bersaing, produk kue
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| ISSN: | 2356-3672 2460-0989 |