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STRATEGI PEMASARAN BENIH KACANG PANJANG HITAM PUTIH “KATRINA” DI PT. BCA

JAUHARI, PUJI UNGGUL (2013) STRATEGI PEMASARAN BENIH KACANG PANJANG HITAM PUTIH “KATRINA” DI PT. BCA. Other thesis, University of Muhammadiyah Malang.

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Abstract

The business development in Indonesia is increasing well, completed with its complexities, competitions, changes, and uncertainties. Good marketing strategies, such as providing the best service to convince and to satisfy customers are needed to face the competitions. PT. BENIH CITRA ASIA is a company engages in agriculture, especially in producing horticulture seed from plant breeding technique marketed to meet the needs of the farmers. Based on the stated problems above, the objectives of this study are: c.To analyze the strengths, weaknesses, opportunities, and threats faced by PT. BENIH CITRA ASIA in marketing the black and white string bean seeds d.To know the marketing strategy applied by the company in promoting the black and white string bean seeds as a new product. This research was conducted at PT. Benih Citra Asia, Jember, East Java. This research applied accidental sampling method. There were 42 people consisted of 2 salespersons and 40 customers as the respondents. The data collection was carried out by using an interview guide. After the collection, the data was analyzed descriptively and quantitatively. After that, the data was analyzed qualitatively with SWOT. The results of the study show that , based on internal and external SWOT matrix, (a.) the strengths owned by PT. BENIH CITRA ASIA include the competitive price, the machines availability to support the production process and the availability of experts in the fields. Furthermore, there are the availability of testing laboratories for each variety and the existence of salesperson in many regions. In addition, the products have attractive packaging, good harvest results and good storability quality. (b) The weaknesses possessed by PT. BENIH CITRA ASIA are the passive field workers, the ineffective promotions by the field officer, and the lack of personal approach to the customers. (c.) The opportunities owned by PT. BENIH CITRA ASIA are the high demand for the string bean seeds at central markets inside and outside the city. Moreover, there are many traders engage in the beans marketing and suppliers of the production facilities. (d.) The threats faced by PT. BENIH CITRA ASIA are the unpredictable price, competition among traders from neighboring districts, the appearance of new competitors company in production and the shrinking farmland due to land conversion to residences. To be the winner in the market competition, PT. BENIH CITRA ASIA needs to apply the S-O strategy (Strength- Opportunity Strategy). It can be applied by improving the services in product sales and increasing the production rate. Besides, the company should improve or maintain the product’s quality, giving bonus for potential retailers, and educating the shops owners into more potential sellers. In addition, an enlargement of the marketing area, a more unceasing promotion to the resellers, farmers, and greengrocers can also be done to achieve the objective of the company.

Item Type: Thesis (Other)
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Agriculture and Animal Husbandry > Department of Agribusiness (54201)
Depositing User: Halimatus Zahroh
Date Deposited: 23 Jan 2015 07:26
Last Modified: 23 Jan 2015 07:26
URI : http://eprints.umm.ac.id/id/eprint/15085

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