STRATEGI PEMASARAN OLAHAN JAMUR TIRAM PUTIH JEMPOL TRI JAMUR DENGAN METODE BOSTON CONSULTING GROUP KABUPATEN MADIUN

Abstract

ABSTRACT : This research aims to identify market growth rate and market share to formulate marketing strategy of Jempol Tri Jamur based on BCG matrix. Basic method that used is descriptive analytic. Location of the research was chosen purposely in Jempol Tri Jamur Kresek Village Wungu Subdistrict and Competitor Aji Saka Jamur Bibrik Village Jiwan SubDistrict of Madiun Regency. Data analysis method used are (1) Growth Rate Calculation, (2) Market Share Calculation, (3) Business Position Determination based on BCG matrix. The results showed marketing strategy of White Oyster Mushroom based on calculation of BCG matrix that Jempol Tri Jamur, Wungu Subdistrict, Madiun Regency and Competitor Aji Saka Jamur are the same quadrant, ie quadrant II (stars), so the result of marketing strategy by BCG matrix quadrant for Jempol Tri Jamur are: The addition of supplier cooperation, Product Development Strategy and Market Development for Jempol Tri Jamur can stay in the superior position than Aji Saka Jamur as competitors.