期刊名称：SOCA (SOCIO-ECONOMIC OF AGRICULTURRE AND AGRIBUSINESS)
出版年度：2007
语种：English
出版社：SOCA (SOCIO-ECONOMIC OF AGRICULTURRE AND AGRIBUSINESS)
摘要：The objectives of this research are to understand the marketing strategy undertaken by CV. Bali Aquarium, and to develop alternative marketing strategy that can be implemented by CV. Bali Aquarium. CV. Bali Aquarium undertakes an export business of coral. The coral production is undertaken by coral propagation technology that is located far away from the original coral habitat. The results indicate that CV. Bali Aquarium has developed marketing strategy of segmentation, targeting, positioning, differentiation, marketing mix (product, price, and place), selling, service and process. However, brand image and promotion have not been developed yet. Alternative marketing strategy that needs to be developed and implemented by CV. Bali Aquarium is brand image and promotion. This proposed marketing strategy should take advantage of the coral propagation technology used by the company in its coral transplantation production. This technology is considered to be safe to the environment and sustainable; therefore it will strengthen its position to the customer’s mind.
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