CD Skripsi

Analisis Usaha Dan Strategi Pemasaran Pada Perusahaan Mie Tenaga Muda Di Kecamatan Sukajadi Kota Pekanbaru

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ABSTRACT
Perusahaan Mie Tenaga Muda is one of the MSMEs in Sukajadi District, Pekanbaru
City, which produces wet noodles. This business faces the obstacle of rising raw
material prices, while product prices tend to remain stable, resulting in less-thanoptimal
profits. Suboptimal marketing strategies also make the business vulnerable
to losing market share amid increasingly competitive competition. This study aims
to analyze business aspects (production, costs, revenue, efficiency, value added),
analyze marketing (channels, margins, efficiency), identify internal and external
factors, and develop appropriate marketing strategies. The research method used is
a case study with a quantitative descriptive approach, Hayami method, SWOT, and
AHP. The results show total costs in February 2025 amounting to Rp1,114,466,601,
gross revenue of Rp1,489,895,200, net revenue of Rp375,428,599, and an RCR of
1.34. yellow noodles, super noodles, ifumie, and chicken noodles have moderate
added value with a ratio of 30.85%–39.64%, while curly noodles, dumpling
noodles, vacuum-packed noodles, and fried and boiled dumpling skins fall into the
high category with a ratio of 43.93%–54.03%. There are two marketing channels
with margins of Rp1,500–Rp2,000/kg and efficiency of 1.00–1.37. The main
strength of this business is customer loyalty (0.196), the main weakness is
suboptimal digital marketing (0.307), the greatest opportunity is technological
advancement (0.240), and the main threat is competition from practical food
products (0.325). The priority strategies based on the SWOT-AHP analysis are
expanding the market (0.175), product differentiation (0.138), and leveraging
digital marketing (0.136). Based on the business analysis and marketing strategy
results, the business is viable to operate, but it is necessary to implement the
formulated priority strategies to ensure the business continues to grow.
Keywords: Business Analysis, Marketing Strategy, SWOT-AHP, Wet noodles

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106112935

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106112935

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Agribinis

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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