Analisis Strategi Pemasaran Agens Hayati PGPR JAKABA Produksi Gabungan Kelompok Tani Sidorukun Desa Rambipuji Kecamatan Rambipuji Jember

Hendrawan, Yopi (2023) Analisis Strategi Pemasaran Agens Hayati PGPR JAKABA Produksi Gabungan Kelompok Tani Sidorukun Desa Rambipuji Kecamatan Rambipuji Jember. Masters thesis, Politeknik Negeri Jember.

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Abstract

Today's business of breeding biological agents has good market potential, because consumers of agricultural products realize the importance of maintaining health by choosing agricultural products that are organic, free from toxic contaminants/chemical pesticides, environmentally friendly and sustainable for the next generation. Determining the right marketing strategy requires an analysis of the internal and external environment so that strengths, weaknesses, opportunities and threats can be evaluated as a basis for making marketing strategy decisions by means of a SWOT analysis. Then proceed with using QSPM analysis to find out the right marketing strategy priorities to help decision making at the Sidorukun Farmer Group Association (Gapoktan). Internal strength factors include having 3 Laboratory test results for nutrients and types of microbes, good and guaranteed product quality, abundant raw materials, uninterrupted production stock, experienced human resources, good service, has a permanent and settled production site. Internal factors of weakness include not having NIB and P-irt, product marketing is mostly done conventionally, simple and conventional production equipment, partnerships are not optimal, lack of capital, dependence on government programs, administration is still simple. External factors are opportunities ( opportunity) include government policies on sustainable agriculture, developments in the use of information technology in product marketing, large agricultural land, potential local resources for agricultural commodities in Jember, large number of farmers, negative impacts of chemical fertilizers and pesticides. External factors of threats include many competitors, product quality of competitors with large capital is perceived to be better, low interest from farmers, low confidence in product benefits because the effect lasts a long time, application standards are complicated, effectiveness of biological microbes is low in extreme weather. Formulation of alternative strategies that can be carried out for the marketing of biological agents "PGPR JAKABA" is to increase laboratory test results in the form of elemental diversity and microorganism density to maintain quality and guaranteed products, which can be an asset in utilizing developments in marketing technology. Formulation of strategic priorities for the marketing of biological agents "PGPR JAKABA" namely the strategy of maintaining and increasing experienced human resources by participating in technical training and maintaining the preservation of abundant raw materials, because it is the capital/strength to increase production continuously in capturing market opportunities in the form of the large number of farmers/consumers with large agricultural land with the highest TAS value of 7.39.

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