Title: Analysis of marketing strategies and competitive advantages of two producers special foods in Garut

Authors: Cecep Safa'atul Barkah; Sam'un Jaja Raharja

Addresses: Faculty of Social and Political Sciences, Department of Business Administration, Universitas Padjadjaran, Sumedang, 40393 West Java, Indonesia ' Faculty of Social and Political Sciences, Department of Business Administration, Universitas Padjadjaran, Sumedang, 40393 West Java, Indonesia

Abstract: This research aims to analyse marketing strategies and the competitive advantages of Chocodot and Choco.Dol and to formulate appropriate marketing strategies for both brands. The data collection in this qualitative research involved interviews with producers and consumers. Results corroborate that the relevant marketing strategies for a competitive advantage for Chocodot products are as follows: 1) targeting the teenager market group; 2) standardising selling prices; 3) improving taste quality; 4) reducing the frequency of product replacement; 5) expanding distribution and a product line; 6) strengthening positioning as Indonesian Chocolate. The advantage strategy of Choco.Dol is directed to the efforts of communicating integrated product advantages, expanding distribution according to the PICNIC dodol system, becoming a shadow of Chocodot distribution, stopping the expansion of the new product line of the chocolate category, branding to stores, closing access to Chocodot products in the outlets of PICNIC producers and intensive publication on mass media.

Keywords: marketing strategy; competitive advantage; Chocodot; Choco.Dol.

DOI: 10.1504/IJTGM.2018.092480

International Journal of Trade and Global Markets, 2018 Vol.11 No.1/2, pp.87 - 97

Received: 24 Oct 2017
Accepted: 28 Dec 2017
Published online: 21 Jun 2018 *

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