STRATEGI BAURAN PEMASARAN TEH HITAM ORIGINAL INDUSTRI TEH GONDANG SARI KEMUNING, KARANGANYAR

Abstract

Abstract: This research aims to identify internal factors and external factors that influence the marketing of Gondang Sari’s original black tea, analyze consumer valuation of the original black tea marketing mix strategy that has been carried out by the Gondang Sari Tea Industry, and formulate marketing mix strategies for original black tea that can be applied by the Gondang Sari Tea Industry. The analytical methods used include descriptive method and SWOT-AHP method. The results of this study indicate that there are five internal factors that become the strengths and four internal factors that become the weaknesses of Gondang Sari's original black tea marketing. Therefore, there are five external factors that became opportunities and four external factors that became threats for Gondang Sari's original black tea marketing. Based on the consumer assessment analysis, it was concluded that not all the original black tea marketing mix variables have been carried out effectively by the Gondang Sari Tea Industry. The Gondang Sari’s original black tea marketing mix strategy that is prioritized to be applied first is by adding processing machines and Human Resource to facilitate production and distribution performance.

Keywords: strategy, marketing mix, consumer analysis, SWOT, AHP