STRATEGI PEMASARAN PUPUK ORGANIK DI CV. PENDAWA KENCANA MULTY FARM SLEMAN, YOGYAKARTA

DINI, KHANSA MUTHIA (2017) STRATEGI PEMASARAN PUPUK ORGANIK DI CV. PENDAWA KENCANA MULTY FARM SLEMAN, YOGYAKARTA. Other thesis, Universitas Sebelas Maret.

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Abstract

The research aims to identify strengths, weaknesses, opportunities, and threats, formulate alternative marketing strategies, and determine the priority of strategies that can be applied in organic fertilizer marketing in CV. Pendawa Kencana Multy Farm Sleman, Yogyakarta. The basic method in this research is descriptive analysis. The location of the study was determined purposively. Data analysis methods used are IFE, EFE, IE, SWOT and QSPM matrices. The results showed (1) Marketing of organic fertilizer in CV. Pendawa Kencana Multy Farm has the greatest strength of the product quality is maintained with a score of 0.468, the biggest weakness is contained in the information in the packaging is not complete with a score of 0.166, the biggest opportunity is loyal customers to the product with a score of 0.584, and the biggest threat is the number of other organic fertilizer producers with a score 0.188; (2) Alternative strategies include maintaining product quality to retain old customers and acquire new customers, maintain affordable product selling prices to face competition, cooperate with government in promoting products to the public and in the process of making marketing licenses; And (3) Strategic priority that can be done is strategy to maintain product quality to retain old customer and get new customer with total value of attraction equal to 6,499. Keywords : CV. Pendawa Kencana Multy Farm, Organic Fertilizer, QSPM, Marketing Strategy, SWOT.

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