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Strategi Pemasaran Industri Roti Pada Rotte Bakery Cabang 2 Di Kabupaten Kuantan Singingi Dengan Menggunakan Metode Bauran Pemasaran 7p Dan Analisis Swot

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ABSTRACT
The development of the bakery industry in Indonesia has shown significant
growth in line with lifestyle changes that emphasize practicality. The increasing
demand for bread has encouraged many business actors to innovate in order to meet
consumer needs. Rotte Bakery Branch 2 in Kuantan Singingi Regency is one of the
bakery industries striving to compete within this growing market. However, the
branch still faces challenges in its marketing efforts, thus requiring appropriate
strategies to enhance its competitiveness amid increasingly intense competition.
This study aims to provide strategic recommendations for Rotte Bakery Branch 2
in optimizing its marketing strategy through SWOT analysis and the marketing mix
method. The research was conducted at a bakery industry located in Teluk Kuantan
Village, Kuantan Tengah District, Kuantan Singingi Regency, Riau Province. The
research method employed was observation using both qualitative descriptive and
quantitative descriptive approaches. The qualitative approach was used to identify
the company’s internal and external factors, while the quantitative approach was
applied to calculate the scores of the Internal Factor Evaluation (IFE) and External
Factor Evaluation (EFE). The results show that the internal factor score is 0.601
and the external factor score is 1.361, placing Rotte Bakery Branch 2 in Quadrant I
(aggressive strategy) of the SWOT matrix. The recommended strategies include
S–O strategies that focus on strengthening promotion through social media,
maintaining product quality, and improving service to attract and retain loyal
customers.
Keyword: Marketing strategy, bakery industry, rotte bakery, 7P marketing mix,
SWOT analysis

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106110575

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – TEKNOLOGI INDUSTRI PERTANIAN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106110575

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

TEKNOLOGI INDUSTRI PERTANIAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

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