Strategi pemasaran lele sangkuriang organik di surya kencana farm kota Bogor

Rabilla, Raissa Rahmaditya (2019) Strategi pemasaran lele sangkuriang organik di surya kencana farm kota Bogor. Masters thesis, IPB University.

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Abstract

One type of freshwater fish that has considerable potential and much-loved by the community is catfish (Clarias sp), especially on the Java Island. Catfish much favored because it has a savory taste and crunchy. In addition, the price is cheap and more affordable, it also make catfish more popular than other types of fish. Farmers also like this fish farming business because the maintenance time is easy and relatively short and also really fast to big. Surya Kencana Farm is one of the business in the farming of sangkuriang catfish. Surya Kencana Farm also needs to make efforts for improvement in terms of management, especially in formulating a proper and systematic marketing strategy. Taking into account the various things that have been described previously, this study aims to formulate the marketing strategy of catfish farming business effectively and efficiently. Processing techniques and data analysis in this research is quantitative descriptive analysis. Analytical tools used are Strengthness, Weakness, Opportunity, Threat (SWOT) and Quantitative Strategic Planning Matrix (QSPM). Based on the sum of total score on the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrix we get values of 2.58 and 2.22 each. The total combination score between the IFE and EFE matrices is used to determine the position of Surya Kencana Farm strategy. Based on the combination of IFE and EFE values, the IE matrix is obtained. The value of the IE matrix shows in the middle cell position (growth / stable). The position of the IE matrix shows the position of growth strategy through horizontal integration. Based on the matrix SWOT organic sangkuriang catfish that can be applied by SKF, are: SO Strategy to Utilize advances in information technology such as websites and the internet to inform the quality of catfish products sangkuriang as well as inform about the catfish organic sangkuriang produced by Surya Kencana Farm, marketing of organic catfish, and Expanding network marketing. WO Strategy to Maximize government support provided to reach wider markets, leveraging technological advances to market products to the public and Establish a dedicated marketing division. ST Strategy to Maintain the quality of organic catfish sangkuriang and Conduct contract cooperation with feed supplier. WT Strategy for Improving the management system by adding manpower according to the job responsibilities required. The matrix analysis of QSPM shows the priority strategy to be applied in the marketing of organic sangkuriang catfish products that can be applied by SKF is to utilizing the progress of information technology such as website and internet to inform the quality of catfish sangkuriang products as well as to inform about the organic sangkuriang catfish produced by Surya Kencana Farm and Increasing cooperation with government in the marketing of organic catfish with the highest total value of attraction among other strategic alternatives.

Item Type: Thesis (Masters)
Uncontrolled Keywords: lele sangkuriang, QSPM, strategi pemasaran, SWOT sangkuriang catfish, QSPM, marketing strategy, SWOT
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 12 Nov 2022 04:10
Last Modified: 12 Nov 2022 04:10
URI: http://repository.sb.ipb.ac.id/id/eprint/3922

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