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

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.