The Strategy Of Marketing Communication La-Tansa Bakery in Islamic Perspective

Abstract

La-Tansa bakery factory is one of the cooperative existing in Modern Islamic Boarding School Darussalam Gontor. And, this factory was established since 2003. Although it has been established for 15 years, there is no standard marketing strategy in doing a market for the bread. As for the ingredients used in bread making are the ingredients without preservatives contents so that the expiration is faster. Consequently, it is required a standard strategy in doing a market for the bread. The purpose of this research is to know the strategy that used by La-Tansa Bakery in marketing the bread and the factors inhibiting La-Tansa Bakery in marketing the bread. To achieve results in this study, the researchers used a qualitative descriptive research method and the aim is to describe things that relate to the phenomena and events that existed during the research as deep as possible by collecting the detailed data and does not emphasize the population of the study but deepens the source in obtaining the data. As for the results of this study, researchers find that some strategies that had already been done by La-Tansa Bakery in the market of bread is already in accordance with the theory in mix marketing, but the form of activities is still relatively minimal. This is due to the lack of skilled human resources in the marketing strategy. Therefore, this research provides an input to La-Tansa Bakery to develop a mix marketing strategy in doing market for the bread.