STRATEGI PEMASARAN PRODUK FROZEN FOOD UD SARTIKA DESA BENTENG

ABSTRACT

UD SARTIKA FROZEN FOOD MARKETING STRATEGY FORT VILLAGE

Frozen food is instant food that is easy to store and lasts along time. Frozen
food can be used as an alternative to chicken because chicken is the raw material.
One of the producers of frozen chicken meat is UD Sartika. The frozen food
processing business is currently in the midst of increasingly fierce market
competition due to the increasing variety of food choices that can be consumed and
consumer lifestyles are changing.
UD Sartika is in a position to grow and develop, so the right strategies to use
are product development strategies, market penetration and development
strategies, and integrative strategies. Five alternative strategies have been
produced using the SWOT Matrix.
One of UD Sartika's main strategies is to be innovative in creating new
products or changing the taste of existing products. This has resulted in companies
and buyers raising each other's product prices, which has caused many frozen food
businesses to compete in the area of social media. These strategic priorities are
created using QSPM Matrix analysis.

Keywords: Frozen Food, Marketing Strategy, SWOT, QSPM, UD Sartika.