The Marketing Strategy of Waste-Processed Craft Product in Pontianak City

Gusti Tedi Daryanto, D. Kurniati, S. Oktoriana
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引用次数: 1

Abstract

Pontianak city produced 400 tons of waste every day. The prevention of waste had been done in various ways; one of them was the utilization of waste by 8 waste banks to be used as craft products with an economic value. The aim of the research was to formulate alternative priority marketing strategies for processed waste craft products in Pontianak. The research method that used was descriptive qualitative methods, surveys and interviews with key informants to obtain SWOT criteria and alternative strategies. This research used primary and secondary data, primary data obtained from interviews and surveys that included waste banks data and respondent data, secondary data included waste production in Pontianak City, waste banks in Pontianak City. The data analysis used the combination of Analytical Hierarchy Process (AHP) and Strength Weakness Opportunities Threats (SWOT). The research results showed that the alternative priority for the marketing strategy of processed waste products was the strategy to improve Human Resources (0.462), such as product innovation, conducted comparative study with UKM (small-medium enterprises), made observations of products that people were interest in; information and technology improvement strategies (0.403), such as recruited and trained employees to understand information technology; institutional improvement strategies (0.135), such as upgraded and focused group discussions in the Waste Bank Forum, managed the requirements for marketing in supermarkets
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蓬蒂亚纳克市废旧工艺产品的营销策略
Pontianak市每天产生400吨垃圾。防止浪费的方法多种多样;其中之一是利用8个废物银行的废物作为具有经济价值的工艺品。这项研究的目的是为Pontianak的加工废料工艺产品制定替代的优先营销策略。使用的研究方法是描述性定性方法,调查和采访关键线人,以获得SWOT标准和替代策略。本研究使用了第一手和第二手数据,第一手数据来自访谈和调查,其中包括废物银行数据和受访者数据,第二手数据包括Pontianak市的废物生产,Pontianak市的废物银行。数据分析采用层次分析法(AHP)和优势劣势机会威胁分析法(SWOT)相结合的方法。研究结果表明,加工废物营销策略的替代优先级是改善人力资源的策略(0.462),如产品创新,与UKM(中小企业)进行比较研究,观察人们感兴趣的产品;信息和技术改进策略(0.403),如招聘和培训员工了解信息技术;制度改进策略(0.135),如在废物银行论坛中进行升级和集中的小组讨论,管理了超市的营销要求
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审稿时长
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