ANALISIS SWOT TENTANG STRATEGI PEMASARAN AGRIBISNIS DI PULAU SETOKOK (STUDI KASUS KOMODITAS SEMANGKA)

Fandy Bestario Harlan(1), Adhitomo Wirawan(2), Nur Alifia Maulida(3),
(1) Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Indonesia
(2) Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Indonesia
(3) Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Indonesia

Abstract


This study aimed to analyze the concept of the most appropriate marketing strategic to be applied to the Agribisnis Semangka Batam of Kepulauan Setokok Batam. This research uses descriptive analysis with qualitative approach. The data sources used in this analysis are primary data from respondents and secondary data from company documents. The technical analysis of the data used is carried out through SWOT analysis. The results show that the position Agribisnis Semangka in unit I using the SWOT chart indicates that the outcome of the analysis is positive, and the correct strategy at this position is the "growth strategy". Then the appropriate strategic alternatives for Agribisnis Semangka using S-O strategy (Strength-Opportunity) by maintaining fruit quality and service to consumers, utilizing distribution channels, increasing promotion on each type of product utilizing broad market Opportunities and maintaining prices that can compete in the market This study aimed to analyze the concept of the most appropriate marketing strategic to be applied to the Agribisnis Semangka Batam of Kepulauan Setokok Batam. This research uses descriptive analysis with qualitative approach. The data sources used in this analysis are primary data from respondents and secondary data from company documents. The technical analysis of the data used is carried out through SWOT analysis. The results show that the position Agribisnis Semangka in unit I using the SWOT chart indicates that the outcome of the analysis is positive, and the correct strategy at this position is the "growth strategy". Then the appropriate strategic alternatives for Agribisnis Semangka using S-O strategy (Strength-Opportunity) by maintaining fruit quality and service to consumers, utilizing distribution channels, increasing promotion on each type of product utilizing broad market Opportunities and maintaining prices that can compete in the market


Keywords


: SWOT analysis, marketing strategy, agribusiness

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DOI: https://doi.org/10.31186/agrisep.20.01.69-80

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