Development of Apple Juice Beverage Industry In Batu City Through Marketing Intelligence And Strategic Alliances Approach



Mas’ud Effendi(1*), Siti Asmaul Mustaniroh(2), Febrina Grace Tri Anti(3), Arifianto Hidayat(4)

(1) 
(2) 
(3) 
(4) 
(*) Corresponding Author

Abstract


The existence of apple juice industry in Batu is dominated by micro, small and medium enterpris
es (SMEs). This industry needs to be developed to direct the Batu potential as a tourism city thro
ugh the development of agro-industry sector, which delivers added value. The purpose of this stu
dy to find out the source of the information, the type of information in the apple juice industry in
general and alliances form in the apple juice industry on micro and small scale that can be use
d for the development of the apple juice industry in Batu city. The results showed that the most i
mportant source of information and always used by the apple juice industry in Batu city is talkin
g to customers with the strengths and weaknesses of competitors, cash flow, and corporate real
growth as the most important type of information. Alliances that may be made to the developme
nt of micro and small-scale apple juice beverage industry with distributors are type of logistics
alliance, promotion alliance, and non-equity alliances.


Keywords


industrial development, agro-industry, apple juice, marketing intelligence, a lliances.

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