Marketing Strategy Development Model of Increasing Sales Volume of Dangke Cracker: Enrekang Regency Food Specialty
- DOI
- 10.2991/amca-18.2018.3How to use a DOI?
- Keywords
- Dangke, Crackers, Enrekeng, Food Specialty, Marketing
- Abstract
The Dangke product is a milk product like cheese, processed by people of Enrekang Regency. The producthas started since 2009 and developed the Dangke products of crackers which are crunchy and tasty. The marketing area of Dangke’s cracker is still limited to local consumption and to a number of exports, unless someone is traveling outside the area, then serves Enrekang Regency food specialtyas souvenirs. The aim of this research is to produce and implement a marketing strategy model of Dangke Cracker in expanding marketing area and increasing sales volume of Dangke Cracker and producers from Enrekang Regency. The research was conducted about oneyear or ten months in Enrekang Regency as a center for dairy cattle breeding and Dangke Cracker manufacturing centers, and marketing areas in nine districts/municipalities in South Sulawesi Province, their communities as a target consumers and retailers and dealers. This research used a diagrammatic model as a development framework and SWOT matrix as a design analysis of marketing strategy of Dangke Cracker, and financial analysis on produced income.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Muhammad Siri Dangnga AU - Mr Arman AU - Mr Buhaerah AU - St. Maryam PY - 2018/07 DA - 2018/07 TI - Marketing Strategy Development Model of Increasing Sales Volume of Dangke Cracker: Enrekang Regency Food Specialty BT - Proceedings of the 5th International Conference on Community Development (AMCA 2018) PB - Atlantis Press SP - 8 EP - 11 SN - 2352-5398 UR - https://doi.org/10.2991/amca-18.2018.3 DO - 10.2991/amca-18.2018.3 ID - Dangnga2018/07 ER -