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Abstract
Penelitian ini bertujuan untuk merumuskan strategi pemasaran madu di dan menganalisis segmentasi pasar madu.Penelitian dilakukan pada bulan Oktober sampai bulan Desember 2016 di beberapa outlet madu di Kota Bengkulu. Hasil analisis SWOT padapemasaran madu di Kota Bengkulu berdasarkan karakteristik konsumen mendapatkannilai (X= 3,4537; Y= 0,8260) yang terletak pada kuadran I, yaitu mendukung kebijakan yang agresif (growth oriented strategy) atau menggunakan strategi strength – opportunity (strategi – so). Berdasarkan pilihan strategi (strategic choice) dalam pemasaran maka dirumuskan;strategi pemasaran dalam meningkatkan volume penjualan produk madu, memaksimal promosi produk unggulanterutama madu lokal,lebih aktif mendekati segmen pasar dan calon pembeli potensial, dan kerja keras menjaga serta mempertahankan kepercayaan konsumen.Strategi pemasaran di masa akan datang antara lain;meningkatkan penjualan produk dan kegiatan promosi serta distribusi pemasaran,membuat layanan konsumen (customer care), danmenambahvarians produk.
Kata kunci: SWOT, Karakteristik Konsumen, Kebijakan Agresif
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