Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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Marketing Mix Strategy and SWOT Analysis on Beraskita Products Perum Bulog Regional Division North Sumatra

Authors
Muhammad Rezeki Julham Putra1, *, Sugih Arto Pujangkoro1, Syafrizal Helmi Situmorang1
1Universitas Sumatera Utara, Medan, Indonesia
*Corresponding author. Email: rezekijulham@gmail.com
Corresponding Author
Muhammad Rezeki Julham Putra
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_117How to use a DOI?
Keywords
marketing mix; 4P; SWOT analysis
Abstract

Rice is a type of food commodity whose demand is constantly increasing because rice is the staple food for the majority of the population of Indonesia. The high demand for rice creates competition among rice-producing companies in Indonesia. Companies need to apply a strategic marketing concept. The marketing concept aims to satisfy customer wants and needs, creating loyalty. The emergence of satisfaction from a customer is based on the marketing mix. The marketing mix includes the 4Ps: product, price, place, and promotion. This study aims to determine: (1) the marketing mix strategy for BerasKita Products Perum Bulog Regional Division North Sumatra and (2) SWOT analysis for the marketing mix strategy (product, price, place, and promotion) on the product of BerasKita Products Perum Bulog Regional Division North Sumatra. This study used a qualitative descriptive approach to collect data from observations, interviews, and documentation. This study will then show marketing strategies to maintain and increase the number of customers and maintain product sales of BerasKita Products Perum Bulog Regional Division North Sumatra.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
978-94-6463-008-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_117How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Muhammad Rezeki Julham Putra
AU  - Sugih Arto Pujangkoro
AU  - Syafrizal Helmi Situmorang
PY  - 2022
DA  - 2022/12/05
TI  - Marketing Mix Strategy and SWOT Analysis on Beraskita Products Perum Bulog Regional Division North Sumatra
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 937
EP  - 943
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_117
DO  - 10.2991/978-94-6463-008-4_117
ID  - Putra2022
ER  -