| dc.description.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). | en_US |
