Entrepreneurship Marketing Through the Marketplace for Sorghum Based Alternative Food

DOI

10.2991/assehr.k.201017.050How to use a DOI?

Keywords

Sorghum product, alternative food, entrepreneurship marketing, marketplace, market potential

Abstract

The importance of market potential in entrepreneurship activities, especially for sorghum-based new products as alternative food, one of which is through a marketplace that will determine the peak of immense sorghum market success. The purpose of the research popularizing sorghum products nationally, where the economic revival of a country is determined by how many entrepreneurs take part. The method used with the research method used secondary data from significant marketplaces in Indonesia, including “Lazada” (X1), “Shopee” (X2), “Bukalapak” (X3), and “Tokopedia” (X4), followed by statistical analysis. Observations include the type of product, benefits, price, rank, year of entry, and brand. The results showed that market place: 1) as a possible means of information for new healthy food products based on sorghum, 2) as a potential marketing tool, 3) can be used as a trigger to push upmarket segmentation, eventually enlarging the business capacity and scope of marketing.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Endang Noerhartati
AU  - Nia Saurina
AU  - Herfa Maulina Dewi Soewadini
AU  - Lusy Tunik Muharlisiani
AU  - Dina Chamidah
PY  - 2020
DA  - 2020/10/20
TI  - Entrepreneurship Marketing Through the Marketplace for Sorghum Based Alternative Food
BT  - Proceedings of the International Conference on Community Development (ICCD 2020)
PB  - Atlantis Press
SP  - 225
EP  - 229
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201017.050
DO  - 10.2991/assehr.k.201017.050
ID  - Noerhartati2020
ER  -