Strategi Pemasaran Produk Benih Cabe Rawit (Capsicumfrutescent) Di CV Permata Agri Nusantara

Firdaus, Rihan (2024) Strategi Pemasaran Produk Benih Cabe Rawit (Capsicumfrutescent) Di CV Permata Agri Nusantara. Masters thesis, Politeknik Negeri Jember.

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Abstract

The preparation of the right strategy can be done by analyzing the internal aspectswhich include, weaknesses and strengths and external aspects which include, opportunities and threats that will be faced, then alternatives are takentodetermine the strategy to be carried out. Internal environmental analysis is aprocess to assess the company's strategic advantage factors to determine whereitsstrengths and weaknesses lie, so that strategy development can be utilizedeffectively. The uncertain condition of the external environment requirescompanies to develop the right strategy in marketing the company's productsbecause the external environment is largely uncontrollable. This is the backgroundof this scientific research with the title: "Marketing Development Strategyfor Horticultural Seed Products at CV Permata Agri Nusantara". The determinationof the location of this research was carried out deliberately, namely at CVPermataAgri Nusantara, with the address of Jenggawah sub-district, Jember district. Withthe consideration that Jember is one of the districts that is the center of national seeding as evidenced by the large number of horticultural and food seed producersin Jember. Especially with the level of soil fertility and human resources available, Jember is a very easy location to produce seeds with good quality. This is inlinewith the many competitors who become competitors who can erode other seedproducers if the business is not supported by a good strategy. Based on Figure 4.1, it can be seen that the X axis has a total IFE score of 3.15 and the Yaxis has atotal EFE score of 3.27, so that if the two points are connected, it is obtainedthat the position of the cayenne pepper seed business is in cell I, namely growthandbuild with strategies that can be used are market penetration, product development and market development. 1. CV Permata Agri Nusantara Jember should use itsstrengths as much as possible to achieve the desired marketing strategybyincreasing production and product durability. 2. CV Permata Agri NusantaraJember should be consistent in efforts to improve weaknesses and minimizethreats to the marketing strategy of cayenne pepper seeds by adding assets, transportation facilities and taking care of distribution permits.

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