STRATEGI PENGEMBANGAN DAN DIVERSIFIKASI PRODUK KAKAO DI PUSAT PENELITIAN KOPI DAN KAKAO INDONESIA JEMBER

Hasanah, Yuliatul (2017) STRATEGI PENGEMBANGAN DAN DIVERSIFIKASI PRODUK KAKAO DI PUSAT PENELITIAN KOPI DAN KAKAO INDONESIA JEMBER. Undergraduate thesis, IAIN JEMBER.

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Abstract

Market development is a planning effort that a company uses to develop its market share, increase consumer, as well as creating different business opportunities with existing businesses today. Product development and produk diversification is one of the alternative strategies used to develop consumer. The focus of research in this study is how the market development strategy through the development of cacao products, how the market development strategy through the diversification of cacao products. The purpose of this study is to describe the market development strategy through cocoa products, and describe the strategy of market development through the diversification of cacao products. Product development is the name given to a growth strategy in which a bussines unit introduces a product with a design of brand to an existing market place. While the product diversification is diversity of efforts to avoid reliance on the uniqueness of activities, products, services, or investments. The approach used in this research is qualitative descriptive. Determination of data source from this research is purposive sampling, and to get data form of observation, interview and documentation, to test the validity of data using source triangulation. In this study the development and diversification of cocoa products is the right strategy to add consumers, because with the creation of new products, the selection of brands, packaging and the right furniture, consumers do not feel distant and bored with existing products even though the marketing is limited only in the outlet Puslitkoka. From the research that has been done then it can be concluded that the brand selection strategy in accordance with the terms of the brand, that is easily spelled, easy to remember, and have a positive impression for the community, attractive packaging tailored to the age factor of comsumers from early childhood (PAUD) to advanced age. The brand corresponds to the origin the cocoa fruit that 80% comes from the farmers. Based on its kind Puslitkoka inclusion into horizontal diversification because in practice Puslitkoka create a new products to attract its consumers so as not saturate with wxisting products. Keywords: Product Development and Product Diversification.

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