STRATEGI PEMASARANPAKAN TERNAK AYAM RAS PADAPT. JAPFA COMFEED INDONESIA Tbk UNIT MAKASSAR

STRATEGI PEMASARANPAKAN TERNAK AYAM RAS

PADAPT. JAPFA COMFEED INDONESIA Tbk

UNIT MAKASSAR

 

Andi Hasryningsih Asfar 1

1Jurusan Manajemen Sekolah Tinggi Ilmu Ekonomi Bina Bangsa Banten

 

ABSTRACT

This research aimed to analyze the development prospect market chicken fodder at PT.Japfa Comfeed Indonesia Tbk of Makassar Unit, and determine the marketing strategy that could be implemented at the current condition of interprise and market situation. The research was conducted by using case study method at PT. Japfa Comfeed Indonesia Tbk of Makassar Unit. The data of the research were collected by means of direct observation and interview technique using quistionnaires. The collected data were then descriptively analyzed using Strength, Weakness, Opportunity, and Threat (SWOT), and Internal-External (IE) Matrix analyses. Based on the Internal-External (IE) Matrix analyses, it was found that the enterprise was on the development position. Therefore, the strategies that can be implemented are to take over the marketing leadership, keep the development to be based on the product quality, and increase or strengthen the weak marketing area. Whereas, the SWOT analyses showed that the enterprise could perform the strategies of SO, ST, WO, and WT simultaneously.


Keywords: Marketing Strategy, Strength, Weakness, Opportunity, Threat.

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