STRATEGI PEMASARAN KOPI GUNUNG HALU PRODUKSI KOPERASI RIMBA LESTARI BANDUNG JAWA BARAT

Sukardi Sukardi, Djumarno Djumarno, Anik Herminingsih, Kasmir Kasmir

Abstract


The purpose of this research is to find out a suitable marketing strategy in the application of Green Human Resource Management in order to compete for strategy. The best marketing strategy for the Gunung Halu coffee market in Tangsi Jaya is based on the results of the SWOT strategy analysis, the company's position is in the medium category, so the right marketing strategy is an aggressive strategy. Strategies that can be carried out are: Fostering a culture of coffee drinking, expanding networks through distributors and outlets, processing raw materials with technology/environmentally friendly, appearing with modern packaging. The strategic model is expected to be able to reach the coffee market for export to foreign countries.

Keywords


Coffee, Strategy, Strenght Weakness Opportunity, Treat, Marketing, Export

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DOI: http://dx.doi.org/10.35137/jei.v23i1.664

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