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<http://digilib.unila.ac.id/id/eprint/37285> <http://purl.org/ontology/bibo/abstract> "Penelitian ini bertujuan untuk menganalisis bauran pemasaran dan strategi pengembangan yang diterapkan pada agroindustri Kopi Bubuk Cap Intan di Kota Bandar Lampung. Penelitian studi kasus ini dilakukan pada bulan Maret sampai April tahun 2017. Metode analisis yang digunakan adalah analisis deskriptif kualitatif dan analisis SWOT (strength, weakness, opportunity dan threat). Hasil penelitian ini menunjukkan bahwa: (1) bauran pemasaran yang diterapkan pada agroindustri Kopi Bubuk Cap Intan adalah (a)produk yang berkualitas baik, (b) harga bersaing, (c) lokasi penjualan strategis (d) kegiatan promosi yang diterapkan adalah dengan cara penjualan tatap muka. (2) Strategi pengembangan pada agroindustri Kopi Bubuk Cap Intan di Kota Bandar Lampung adalah (a) pemilik agroindustri menentukan kebijakan dalam memanfaatkan teknologi yang digunakan, (b) memanfaatkan lokasi yang berada di pasar (c) mempertahankan kualitas produk yang baik (d) memberdayakan kemampuan dan keterampilan SDM.\r\nKata Kunci : bauran pemasaran. kopi bubuk, strategi pengembangan\r\nMARKETING MIX ANALYSIS AND DEVELOPMENT STRATEGY\r\nCASE STUDY IN CAP INTAN COFFEE POWDER IN BANDAR LAMPUNG CITY\r\n\r\nThis study aims at analyzing in the marketing mix and development strategy at Cap Intan Coffee Powder in Bandar Lampung City. This research case study was conducted from March to April 2017. The analysis used qualitative descriptive and SWOT analysis (strength, weakness, opportunity and threat). The study indicates that: (1) the marketing mix applied to by agroindustry is (a) good quality product, (b) competitive price, (c) strategic industrial location, (d) promotion activities that have been applied by agroindustry is by face-to-face. (2) proposed development strategy for this industry includes: (a) the owner of agroindustry determines the policy in utilizing the technology, (b) utilize the location in the market (c) maintain good quality product, (d) empower the ability and human resource skills.\r\nKey words: coffee powder, development strategy, marketing mix,"^^<http://www.w3.org/2001/XMLSchema#string> .
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