Agroindustry Beverage Marketing Strategy Rosella "Sri Rahayu" In the City of Pekanbaru.
By. Weldi Harmen (0606134763)
Under Supervising By Roza Yulida. SP, M.Si. Counsellor I And Didi muwardi, SE. Ak. Counsellor II
ABSTRACT
National economic development strategy is currently growing at a local and democratic principles. Development of agro-industries was conducted to increase people's income and foreign exchange, expansion of employment opportunities as well as the balance of economic structure in Riau. Various types of agro-industries develop at different levels of scale, small industrial and food products generally syrup raw materials from agricultural products. Rosella syrup is one type of syrup is nutritious healthy because rosella syrup has a main raw material of roselle plants. One of the agro rosella in Pekanbaru is Sri Rahayu.
One major problem in the development of technical aspects, and marketing, therefore the purpose of this study are to: (1). Identify conditions agro rosella syrup from the technical and technological aspects, legal aspects (law), environmental aspects, and aspects of marketing. (2). Identify strengths, weaknesses, opportunities and challenges faced by agro Sri Rahayu rosella syrup. (3). Recommend alternative marketing strategies. The method used is a case study research was conducted in January-July 2010.
Rosella syrup has a different size packaging is great with a size of 1,000 ml and a small package size 220 ml. Prices are rosella syrup 220 ml of Rp.8.500, - and for rosella syrup measuring 1,000 ml of Rp.34.000. SWOT analysis conducted has concluded agro rosella syrup Strengths: 1) Quality guaranteed products 2) Product does not use preservatives 3) The resistance of the product 6 months 4) The sale price is more affordable than similar competitor products in the market. Opportunities: 1) market Incense 2) The exhibition and training of government and private 3) Prices of products are cheap and can compete with other similar products 4) high consumer demand for products rosella syrup.
