Innovation as A Strategy of Agrowical Competition Advantage in Improving Marketing Performance of Luwak Coffee Products in Gianyar Bali

Pande Ketut Ribek, I Gede Rihayana

Abstract


Agro tourism is a place for nature-based creativity and packaged in the form of trips or tourism activities to plantations or agriculture. One of them is luwak coffee agro tourism. This agrotourism has an icon of luwak coffee as a mainstay product in attracting tourists and increasing sales. Through a study entitled "Innovation concept as a strategy in argrowisata in improving marketing performance of luwak coffee product in Bali. The purpose of this research is to know the variables that become the power, weaknesses, opportunities and threats in the face of Luwak coffee agro tourism in marketing its products. Engineering data collection done by using the method of interviewing, observation, and documentation. Whereas technical analysis using IE and SWOT matrix. From the results of research in the know agro-tourism Luwak coffee has strength (Strength), namely: innovation is technically in producing quality products with options, change the design in accordance with the wishes of the customer, developed ideas and systems change the distribution. In addition, the completeness of facilities, special rates, service, location, employee appearance, the mastery of a foreign language. While his weakness (Weakness) lack of promotion of the maximum, and the lack of mastery of the technology in the production of goods. Opportunity (Opportunity) of environmental external in the show by the Bali security stability indicators conducive, local government policy that is flexible, the rate of inflation, the bargaining power of buyers. While the threats (Treats) agro-tourism growth rates, the influx of newcomers the same products, the existence of goods substitution that can replace the product, the competition is fellow companies in the industry, the existence of the bargaining power of buyers. Performance marketing in doing that is to improve the quality of the product, promotion, price adjustment, intense, best service with distribution system fast, innovation.

Keywords


SWOT analysis, matrix IE, competing Strategies, innovation and performance marketing

Full Text:

PDF

References


Amabile, Teresa, M., Conti,R., Heather, C., Jeffrey, L. And Michael, H. (1996) ‘Assessing The Work Environment for Creativity’, Academy of Management Journal, 39(5): 1154-1184. Borza dan Bordean. (2008) ‘Implementation of SWOT Analysis in Romanian Hotel Industry An Enterprise Odyssey’, International Conference Proceedings. P.1623. Bozac, Marli Gonan and Darko Tipuric. (2006) ‘Top Managements Attitude - Based SWOT Analysis in the Croatian Hotel Industry’, Journal Ekonomi Pregled, 57(7-8):429-474. Bennett, Robert J. and Colin Smith. (2002) ‘Competitive, Conditions, Competitive Advantage And The Location of SME’s’, Journal of Small Business and Enterprise Development, MCB University Press, 9(1):73-86. Bishop, Paul and Phil Megicks. (2002) ‘Competitive Strategy And Firm Size In The Estate Agency Industry’, Journal of Small Business and Enterprise Development, MCB University Press 9(2):150-161. Bharadwaj, Sundar G, P.R. Varadarajan, and Jihn Fahy. (1993) ‘Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions’, Journal of Marketing, October, 57:83-99. Jennings, Gayle. (2001) Tourism Research. Queensland: John Wiley and Sons Australia Ltd. Lambjr Charles W., Crittenden, Victoria L., Cravens, David W. (2002) ‘Strategic Marketing Management Cases’, 7th Edition. New York : McGraw-Hill Companies. Morrison, Alison J. (2002) Marketing Strategic Alliances: ‘The Small Hotel Firm. International Journal of Contemporary Hospitality Management’, 6(3) USA: MCB University Limited. Morrison. (2002), Hospitality and Travel Marketing, Third Edition. Australia: Delmar Thompson Learning. Peters, Jan Hendrik and Ameijde, Lenny Van. (2003) ‘Hospitality In Motion. State of the Art in Service Management’, PT Gramedia Pustaka Umum, Jakarta. Porter, M. (1980) Competitive Strategy, Free Press: New York. Prasetya, Dicky Imam. (2002) ‘External Environment, Internal Factors, and Market Orientation Effects on Marketing performance’ Indonesian Marketing Science Journal’, 1(3):219-240. Stemersck, Stefan and Gerald J.Tellis. (2002) ‘Strategic Bundling of Products and Prices: A New Synthesis for Marketing’ Journal of Marketing’, 66:55-72. Yu, Larry and Gu Humin. (2005) ‘Hotel Reform in China: A SWOT Analysis’, The Journal of Hotel and Restaurant Administration Quarterly, 46(2):153-169.




DOI: https://doi.org/10.32535/ijabim.v4i2.565

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Pande Ketut Ribek, I Gede Rihayana

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Flag Counter

Published by : Association of International Business & Professional Management
Editorial Office:
Association of International Business and Professional Management (AIBPM) JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:
+62 341 366222
Email:
infoaibpm@gmail.com
Website:
http://aibpm.org/

ISSN 2614-7432 (Print)
ISSN 2621-2862 (Online)

International Journal of Applied Business and International Management INDEXED: