Analisis Strategi Pemasaran dalam Meningkatkan Penjualan Inti Sawit atau Palm Kernel Oil (PKO) pada PT. Perkebunan Nusantara IV

Abstract

Palm Kernel Oil (PKO) is a core oil which contains a percentage of 50% which comes from the extraction of the flesh of the palm kernel (palm kernel). This research was conducted with the aim of knowing the marketing strategy implemented by PT. Perkebunan N usantara IV in increasing sales of Palm Kernel Oil (PKO). The research method used in this research is descriptive qualitative. This research was collected by means of observation, interviews and documentation. The results of this study indicate that the p roduct mix in the strategy to increase sales by using products is carried out by providing the best quality of the products produced. The price mix (mix price) is carried out by making more production so as to achieve the company's target and implementing a defensive pricing strategy with the aim that price reductions do not affect the company's profit margin. The distribution mix (mix distribution) is carried out by ensuring timely delivery and reaching consumers properly. Mix promotion (mix promotion) at PT. Perkebunan Nusantara IV is done by using the company's official website.