Analisis Strategi Pemasaran Berdaya Saing Produk Ayam Kampung Organik (Studi Pada Lembaga Pusat Pelatihan Pengembangan Masyarakat Huria Kristen Indonesia)

Abstract

Intense competition in the business world requires employers to use the right strategy approach in marketing the product to ensure continuity and business development. Formulation and implementation of marketing strategies at micro or small-scale businesses needed to be able to compete, not least organic chicken products cultivated PPPM-HKI foundation. Enterprises which was founded in september 2012 is yet to be evolved significantly since it has the problem of the approach taken in the marketing business. The purpose of this study are: (1) Identify factors internal and external environment that influence the marketing of organic chicken products. (2) To formulate a marketing strategy that can be recommended to be applied to the organic chicken products. The method used in this study is descriptive research with a qualitative approach. Data and information research consisted of primary data and secondary data. The analytical tool is the SWOT analysis, IFE matrix, EFE matrix, IE matrix, SWOT matrix and QSP matrix. IFE matrix PPPM-HKI foundation generate total weighted value of 2.564, while the EFE matrix generate total weighted value of 2.185. This means PPPM-Hki foundation have average ability in utilizing the strengths and minimize the weaknesses, as well as having the ability on average to take advantage of opportunities and avoid threats. Thus, the results of IE matrix shows that businesses are in a position Hold and Maintain (V) and the strategies that are suitable for this position is the strategy of market penetration and product development. SWOT analysis PPPM-HKI foundation produce seven alternative strategies related to the company's position in the matrix IE.The order of priority based on the analysis QSPM strategy is (1) Implement creative advertise and sales promotion (TAS value of 6.64), (2) maintaining product quality (TAS value of 6.50), (3) Increase the volume of production (TAS value of 6.23), (4) Ensuring organic certification label (TAS value of 5.75), (5) market penetration (TAS value of 5.43), (6) product development (TAS value of 5.40), (7) Improving product image (positioning) (TAS value of 5.28).