Short-Dated Products Marketing Strategies, Analytic Netwok Process Approach
- DOI
- 10.2991/absr.k.210304.049How to use a DOI?
- Keywords
- Analytical Network Process (ANP), Short-Dated Products Marketing Strategy, Expert Judgement
- Abstract
The adverse impact if SMEs do not improve their marketing strategy is the stagnation of sales. This study discussed the proper strategy of short-dated products. This discussion related to the formulation of problems, solutions and strategies which found that the main problem of these short-dated products is the raw material of coconut milk which caused the products to expire quickly. The solution was not by substituting raw material of coconut milk with milk, but producers only needed to meet the consumers (markets) demands. The problem was then divided into 3 categories, namely price, location and promotion. This problem certainly had sub-problems and there was a solution. The results of all these sub-problems were summarized with 3 marketing strategy choices by citing the Porter marketing technique namely generic strategic.
- Copyright
- © 2021, 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 - Muhamad Taqi AU - Tubagus Ismai AU - Meutia Meutia AU - Sabaruddinsah Sabaruddinsah PY - 2021 DA - 2021/03/04 TI - Short-Dated Products Marketing Strategies, Analytic Netwok Process Approach BT - Joint proceedings of the 2nd and the 3rd International Conference on Food Security Innovation (ICFSI 2018-2019) PB - Atlantis Press SP - 262 EP - 267 SN - 2468-5747 UR - https://doi.org/10.2991/absr.k.210304.049 DO - 10.2991/absr.k.210304.049 ID - Taqi2021 ER -