IMPLEMENTASI DIVERSIFIKASI PRODUK PADA PT. BLAMBANGAN

Abstract

This study aimed to identify the implementation of product diversification at PT. Blambangan Foodpackers Indonesia Muncar Banyuwangi. The research used descriptive research type with qualitative approach. Informants were three employees of PT. Blambangan Foodpackers Indonesia Muncar Banyuwangi, two customers of PT. Blambangan Foodpackers Indonesia Muncar Banyuwangi, and one competitor of PT. Blambangan Foodpackers Indonesia Muncar Banyuwangi. The analysis tools used were domain and taxonomic analyses. The results showed that PT. Blambangan Foodpackers Indonesia Muncar Banyuwangi implementedproduct diversification by using a type of product diversification, (i) the diversification of concentric done is to develop existing products by creating flavors along with size, (ii) diversification of horizontal done by creating new products that do not have relevance with existing products such meatball, siomay, cracker, tempura, tahu isi, shredded beef, etc. (iii) adiversification conglomerate which is not done by PT . BlambanganFoodpackersIndonesia . The implementation of product diversification in PT. Blambangan Foodpackers Indonesia is planned by reasearch and development departement, including activities for formulating strategis for new product developments