Perpustakaan Digital ITB
2007 TA PP NOVRIZAL HARDIONO PRATAMA 1-COVER.pdf
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2007 TA PP NOVRIZAL HARDIONO PRATAMA 1-BAB1.pdf
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2007 TA PP NOVRIZAL HARDIONO PRATAMA 1-BAB2.pdf
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2007 TA PP NOVRIZAL HARDIONO PRATAMA 1-BAB3.pdf
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2007 TA PP NOVRIZAL HARDIONO PRATAMA 1-BAB4.pdf
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2007 TA PP NOVRIZAL HARDIONO PRATAMA 1-BAB5.pdf
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2007 TA PP NOVRIZAL HARDIONO PRATAMA 1-PUSTAKA.pdf
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Abstract :
Low income communities in most villages of West Java have difficulties in developing their economic condition. They are having risk aversion and at the same instance it limits their business, hinders them to innovate. In order to increase their business capacity, an empowerment from others is needed. Based on this condition, this research will focus on a self-sufficient group in Ciwideuy - West Java, called KUEP Taruna Mukti. They are newly built Small Medium Enterprises that produces yoghurt as their main product, which called Passmilk yoghurt. The research will help them in expanding their market through developing new products, organize product promotion, and evaluate the extent of empowerment of KUEP Taruna Mukti. This research used product testing method to measure the readiness of new products. Then simulated test market method used to measure the product preference and held promotion strategy. After that, explorative methods are used to identify the promotion effectiveness and evaluate the changes in KUEP Taruna Muktis market outlook. The research used simplified application of methods to adjust with the KUEP Taruna Muktis business capacity, so it also could be applied as well by them. The new product development resulted in 4 new products, which are the improvement of KUEP Taruna Mukti previous product. Product testing method approved that all the 4 new products is ready-to-sell in the market. In simulated test market, it was identified that the market preferred 3 new products better than regular products. Promotion strategy in the simulated test market also successfully effective in increasing Passmilk sales in the next following days. Incrementally the new products began to replace the regular products because it generate more sales than the regular products. KUEP Taruna Mukti itself gain more optimism regarding its business futures because the methods used in this reseach are useful by them and also applicable. This result shows that there are some changes in them through empowerment by simplified applications, which is a better market outlook.