OPTIMALISASI MARKET SHARE HOME INDUSTRY CUTELLA PRESTO BERBASIS DISTRIBUTON CHANNEL DI KABUPATEN JEMBER
DOI:
https://doi.org/10.31764/jpmb.v7i1.13635Keywords:
market share, distribution channel, cutella presto.Abstract
ABSTRAK
Home industri keripik singkong Cutella Presto merupakan salah satu bentuk industri makanan ringan berbahan dasar singkong yang berlokasi di Desa Mangli Kecamatan Kaliwates Kabupaten Jember. Distribusi ke pasar di luar Kabupaten Jember biasanya dibuat berdasarkan pesanan, dimana pengiriman pesanan menggunakan jasa pengiriman dengan biaya yang relatif lebih murah. Tujuan kegiatan pengabdian kepada masyarakat adalah untuk: (1) meningkatkan kemampuan manajerial usaha home industry keripik singkong Cutella Presto dan khususnya terkait dengan bidang pemasaran, khususnya mengenai optimalisasi pangsa pasar produk berbasis saluran distribusi; (2) memberikan manfaat untuk meningkatkan kemampuan manajerial dan memperkuat usaha home industry keripik singkong Cuttella Presto melalui pendidikan dan pengembangan manajemen fungsional usaha khususnya dalam bidang pemasaran (produk, harga, distribusi dan promosi) . Kegiatan pengabdian kepada masyarakat dilakukan melalui metode diskusi dan pemaparan materi pada mitra secara langsung. Hasil yang diperoleh dari aktivitas ini berupa peningkatan pemahaman mitra akan optimasi market share berbasis distribution channel. Optimalisasi pangsa pasar dapat dilakukan melalui (1) pujasera (pusat jajanan rakyat); (2) ritel modern (super market, hypermart); (3) ritel tradisional; (4) koperasi; (5) restoran (restoran, kafe); dan (6) pusat outlet oleh-oleh khas daerah.
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Kata kunci: pangsa pasar; jalur distribusi; cutella presto
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ABSTRACT
The Cutella Presto cassava chips home industry represents one type of snack food industry that utilizes cassava as its main ingredient. This home industry is located in Mangli Village, Kaliwates Subdistrict, Jember Regency. The distribution of its products to markets outside Jember Regency is typically based on orders, and delivery is carried out through shipping services with relatively affordable costs. The primary aim of community service activities is to (1) enhance the managerial skills of the Cutella Presto cassava chips home industry, specifically in the marketing field, with a focus on optimizing the product's market share through various distribution channels; (2) provide benefits to improve managerial capabilities and reinforce the Cutella Presto cassava chips home industry through education and functional management development in marketing (product, price, distribution, and promotion). These community service activities are executed through in-person discussions and material presentations with partners. The outcomes obtained from these endeavors comprise an enhanced understanding among partners regarding the optimization of market share based on distribution channels. The optimization of market share can be achieved through various channels, such as (1) traditional markets; (2) modern retail (supermarkets, hypermarkets); (3) traditional retail; (4) cooperatives; (5) restaurants (restaurants, cafes); and (6) regional specialty souvenir outlets.
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Keywords: market share; distribution channel; cutella presto.
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