STRATEGI BERSAING KACANG SHANGHAI CAP MACAN “PT SULING MAS TRI TUNGGAL” DI KECAMATAN NGUNUT KABUPATEN TULUNGAGUNG

Abstract

ABSTRACT :This research was aimed to determine the of level competition of Shanghai peanut products, investigate the determinants of product  success, competitive position of Shanghai peanut products (PT Suling Mas Tri Tunggal), and formulate alternative strategies in product marketing. The basic method used in this research is analytical descriptive. The location of the research is purposively chosen. The key informants were also purposively chosen (purposely). The research  used primary and secondary data. Ratio Concentration (CR), data triangulation, Competitive Profile Matrixwere used in this research. The results showed that the level of competition Shanghai peanutscompanies are getting moderate. The determinants of product success were the peanut taste, the outer skin taste, the volume of packaging (gram), color, crispness, brand image, packaging design, packaging quality, label completeness and price. Based on the results of the CPM (Competitive Profile Matrix) analysis, Shanghai Macan peanuts occupied in the first position, while  the last position was occupied  Shanghai Oke peanuts.The alternatives to Shanghai Macan peanuts's competitive strategy include expanding market share, improving packaging quality and adding info on packaging labels.