PEMETAAN POTENSI PASAR DAN STRATEGI PEMASARAN TERUNG UNGU MANIS

Abstract

Based on problem identification recognized that the sweet eggplant producers in Cibeber Sub-District South Cimahi District Cumahi City still needed supervison in increasing the knowledge about the efective marketing steps. Hence, the community service was conducted based on the key idea according to marketing perspective. The method consist of identifying strengths and weaknesess of the producers by interviewing and discussing in a focus group that involved related parties. Furtfermore, identifying opportunities and threats that were obtained from market and competition research. The research result drive the produsers aware tha importance of shifting from etnocentrism to market orientation in order to design marketing strategy easier. The findings of the research showed that the producers still have to pay their attention for increasing their product quality attributes. Meanwhile, the setting pricing policy suggested is value based pricing in order to meet the balance of benefits and cost perceived by consumers. Beside that, the souvenir shops which offering specicific local snack supposed fit based on consumer perception. Finally, the use of social media in delivering the message of tengunis recommended in promoting the product efectively and efficiently.