Marketing Strategy in Increasing Sales using he Boston Consulting Group Method and Swot Analysis in the Sari Honey Company Sedana Badung, Bali-Indonesia
1Ni Made Rustini, 2Ketut Selamet, 3AA Sri Purnami
1,2,3Lecture at the Faculty of Economics and Business, Warmadewa University Denpasar, Bali-Indonesia
https://doi.org/10.47191/jefms/v6-i12-07ABSTRACT:
Honey bee cultivation has long been known to people in Indonesia. Honey is an agricultural product that has high benefits and economic value. Indonesia's fertile natural conditions allow the growth of various types of plants which can be used as a source of food for bees. Kele-kele is one of the forest resources that has the potential to be developed. This is because Kele-kele's food sources are abundant, almost all plants that produce flowers can be used as a food source, whether they come from forest plants, agricultural plants or plantation plants. Many people in Balangan already cultivate kele-kele as a honey producer, but there is still a lack of knowledge and understanding about marketing management as one of the spearheads of business. With the emergence of many similar businesses, competition is becoming increasingly fierce. To face competition and improve business, competitive position analysis and marketing strategies are very necessary. So that Trigona beekeepers are able to know market growth and relative market share. The analysis used is BCG Analysis (Boston Consulting Group). SWOT analysis is used to analyze internal factors so that the company's strengths and weaknesses are known. External factors to find out and analyze the opportunities and threats/challenges faced by the company. From the results of this analysis, the most relevant strategy can be determined to be used to face competition, increase sales, so as to increase company profits in the long term.
KEYWORDS:
Competitive position, marketing strategy, kele-kele honey, Trigona Sp
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