Analysis of Micro And Small Business Marketing Strategy of Multi-functional Fertilizer Applicator (Malica) Using Swot Matrix

Penulis

  • Khoirul Anam As Syukri Universitas Maarif Hasyim Latif, Sidoarjo
  • Moch Ezza Universitas Maarif Hasyim Latif, Sidoarjo
  • Muhammad Zamzami Al Mabruri Universitas Brawijaya
  • Sasongko Aji Wibowo Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.51804/iej.v5i1.11890

Kata Kunci:

Malika, Marketing, SWOT

Abstrak

In general, one of the causes of fluctuations in agricultural productivity in Indonesia is still using conventional fertilization methods. This has an impact because of the risk of fatigue due to the conventional methods used. The Multifunctional Fertilizer Applicator (Malica) is a fertilization tool as well as sprinklers and pesticides that can be used as an applicator for liquid fertilizer and granular fertilizer using a spring valve mechanism as an output regulator. The research objective was to develop a marketing strategy for micro and small businesses using the Malika tool. To reach the predetermined target market and increase sales targets, an appropriate marketing strategy is needed. Marketing strategy analysis is carried out using the SWOT matrix based on internal and external business factors. Data collection was carried out through interviews, observation and literature study. The results of the IFAS and EFAS analysis have obtained an average IFE value of 2.79 and an average EFE value of 2.76. This value can indicate that this business is included in the cell V division which can use market penetration strategies and product development and the results of the SWOT analysis that has been carried out by linking internal factors and external factors obtained several competitive strategies including SO (Strengths-Opportunities) strategy, WO strategy (Weaknesses-Opportunities), ST strategy (Strengths-Threats), and WT strategy (Weaknesses-Threats). Of the 12 alternative strategies, there are 4 strategies chosen based on the highest weight, namely creating a business model that forms the foundation for developing the Malika product business, conducting business assessments from prospective customers and personal, conducting business branding by introducing products well to consumers and providing the best service to customers. consumer. So that this strategy can be used as a consideration in determining the marketing strategy of Malika's business.

Referensi

Badan Pusat Statistik Indonesia. Dilihat pada 5 Mei 2018. < https://www.bps.go.id/>

Direktorat Jendral Hortikultura Kemetrian Pertanian. 2017. Statistik Produksi Hortikultura Tahun 2016. Jakarta: Direktorat Jendral Hortikultura, Kementrian Pertanian

Murbandono, HS.L. 1990. Membuat Kompos. Penebar Swadaya. Jakarta Dalam Sintia, M. 2011. Pengaruh Beberapa Dosis Kompos Jerami Padi dan Pupuk Nitrogen Terhadap Pertumbuhan dan Hasil Jagung Manis (Zea mays saccharata Sturt.). Jurnal Tanaman Pangan. Hal 1-7.

Rangkuti, F. 2006. Analisis SWOT Teknik Membedah Kasus Bisnis. Penerbit PT Gramedia Pustaka. Jakarta

Seth, C. 2015. The SWOT Analysis: A Key tool for developing your Business Strategy. Lemaitre Publishing. Bruxelles

Sarsby, A. 2016. SWOT Analysis. Leadership Library. London

Diterbitkan

2023-06-15

Terbitan

Bagian

Articles