Implementasi Strategi Pemasaran Berbasis Keunggulan Kompetitif Sumber Daya Lokal di Daerah Pedesaan

  • Nawangsih Nawangsih STIE Widya Gama Lumajang
Keywords: management strategy, competitive advantage, rural

Abstract

The effect of marketing strategy to supporting the success of business activities is very large. Utilization of local resources potential of the village into its own competitive advantage of the resulting product, so it has its own uniqueness and distinctive characteristics when compared with the products on the market. Research problems include: how to implementation of marketing strategy applied in UD. Sri Rejeki and what are the competitive advantages possessed by local resources in rural areas. Type of descriptive research with qualitative approach. Techniques of collecting data using interviews, observation and documentation. Methods of data collection using purposive sampling. Data analysis used consisted of four stages, among others: data collection, data reduction, data presentation and conclusion. The research informants consist of: business owners, employees, suppliers, consumers and shopkeepers. The result of the research shows that the marketing strategy is done by implementing the 7P components, namely: product, price, place, promotion, people, power, physical evidence, research result of 7P component. But the implementation element product that still not running maximally. While the competitive advantage of local resources in rural areas by UD. Sri Rejeki is to utilize local raw materials for making chips among others: banana, taro, cassava, yams and tempe

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Published
2018-08-24