MARKETING STRATEGY OF SHREDDED CHILI PRODUCTS PT EVIA MAJU BERSAMA, BOGOR, WEST JAVA

Mudatsir Najamuddin, Rizki Adi Puspita Sari, Anindya Kariza

Abstract


This research is backgrounded by the processing of chili as an alternative to extending the shelf life of chili and PT. Evia Maju Bersama is one of the businesses engaged in the production and trade of processed chili into shredded chili. Until now, the company continues to strive to market its products even though there are several obstacles faced, such as promotional activities carried out not running well, experiencing a decrease in sales due to lifestyle changes, competition with similar companies and the income received did not reach the target. Based on these problems, this study aims to, 1) identify internal and external factors that affect the marketing of PT Evia Maju Bersama, 2) find out the position of PT Evia Maju Bersama based on internal and external factors, 3) Develop alternative product marketing strategies that can be applied, and 4) determine the priorities of marketing strategies that are in accordance with PT Evia Maju Bersama.

The results of this study found that based on the IFE matrix, 6 strengths and 6 weaknesses could be identified with a total score of 2,843 for internal factors and 2,997 for external factors. The total score results on the IFE and EFE matrices positioned in the IE matrix on cell V belong to the category of held and guarded positions. The SWOT matrix produces 5 alternative marketing strategies that companies can apply. The results of the QSPM matrix analysis show that the strategies that are the top priority to be implemented are carrying out product promotion activities through social media and marketplaces, and building a brand image through personal selling, direct marketing, and online promotion.

 


Keywords


Shredded Chili Evia; Marketing Strategy; SWOT; QSPM; PT. Evia Maju Bersama

Full Text:

PDF

References


Abdullah, Thamrin and Francis Tantri. 2012. Marketing Management. Depok : Eagle Press.

Amri, Fahimul. 2017. MSME Problems: Strategies and Policies. Proceedings of Pluralism In Economics and Education.

David, Fred. 2016. Strategic Management: A Competitive Advantage Approach ConcePT 15. Jakarta: Salemba Empat Publishers.

Directorate of Agricultural Products Processing. Standard Operating Procedures (SPO) for Chili Processing. 2010. Directorate General of Agricultural Products Processing and Marketing. Department of Agriculture.

Hasan, Ali. 2013. Marketing and Preferred Cases. Yogyakarta : CAPS (Center for Academic Publishing Service).

Hastuti, Diah Retno. 2017. Agribusiness Economics (Theory and Case). National Library, Catalogue in publication (KDT).

Kotler, Philip dan Kevin Lane Keller. 2016. Marketing Management 15th Global Edition. Harlow : Pearson Education, Inc.

Maulidah, Silvana. 2012. Introduction to Agribusiness Management. Malang: UB Press.

Noerochmad, Sigid et al. 2013. Marketing Strategy 1. Depok : Ministry of Education and Culture.

Rizaldy, D.Z., 2017. Effect of Food Commodity Prices on Inflation in Malang City in 2011-2016. Journal of Development Economics, Vol. 15, No. 2, December 2017.

Setyorini, et al. 2016. Marketing Strategy Analysis Using SWOT matrix and QSPM (Case Study: WS Soekarno Hatta Malang Restaurant). Journal of Agro-Industrial Technology and Management Vol.5 No.1, pp 46-53.

Suartha, I Nyoman. 2016. Factors Influencing the High Rate of Growth and Implementation of Population Policy in Bali Province. Journal

Population and Human Resource Development Vol XII No. 1 Pages 1-7.

Taufiqurokhman. 2016. Strategic Management. Publisher of the Faculty of Social and Political Sciences, Prof. Dr. Moestopo Religious University.

Walker Jr, dkk. 2005. Marketing Strategy: A Decision-Focused Approach. New York: McGraw-Hill/Irwin.

Yanuarti and Afsari. 2016. Commodity Profile of Basic Necessities and Essentials of Chili Commodities. Publishers of the Ministry of Commerce.




DOI: https://doi.org/10.15408/aj.v15i2.28207 Abstract - 0 PDF - 0

Refbacks

  • There are currently no refbacks.


Indexed by:

CrossRef 

ISSN: 1979-0058

AGRIBUSINESS JOURNAL CONTACT

Dr., Ir. Elpawati, M.P.

+62813-8466-6693
Chief Editor Agribusiness Journal
Department of Agribusiness Faculty Sains and Technology
State Islamic University Syarif Hidayatullah Jakarta, Banten, Indonesia
Jl. Ir.H. Juanda No. 95 Ciputat Tangerang 15412
Tel : +62 877 8030 2523 (WhatsUp Text Only)
Email: agribusiness.journal@uinjkt.ac.id

 

 

View My Stats