Open AccessStrategi Peningkatan Daya Saing Kopi Liberika di Kabupaten Kepulauan Meranti
Author(s) -
Nurman Nurman,
Elfi Susanti,
Lintang Nur Agia
Publication year - 2020
Publication title -
costing
Language(s) - English
Resource type - Journals
eISSN - 2597-5234
pISSN - 2597-5226
DOI - 10.31539/costing.v3i2.1277
Subject(s) - marketing , business , marketing management , marketing strategy , return on marketing investment , general partnership , marketing mix , marketing research , marketing effectiveness , profit margin , profit (economics) , economics , finance , microeconomics
Marketing management is one of the main activities carried out by the company to maintain the sustainability of the company, to develop, and to make a profit. The purpose of this study is to compare the traditional marketing system that is already running with the marketing partnership formed in aspects of marketing channels, marketing practices and marketing efficiency. The analysis used in this research is to use marketing margins. The results of this study indicate that there are three marketing channels available in the liberika coffee industry in the Meranti islands. Marketing practices so far have not been used by farmers, this can be seen from the profit margin obtained by large traders amounting to 1.47%. And from the efficiency of liberika coffee marketing is far from efficient because it has to go through a long process before reaching the final consumer.
Keywords: Marketing Channels, Marketing Management, competitiveness