Strategi Pemasaran untuk Meningkatkan Penjualan Pupuk Kompos dengan Analisis SWOT (Studi Kasus: Tunas Mandiri Kota Palopo)
Marketing Strategies to Increase Sales of Compost Fertilizer with SWOT Analysis (Case Study: Tunas Mandiri Palopo)
Abstract
Tujuan dari penelitian ini yaitu untuk menentukan strategi pemasaran dalam meningkatkan volume penjualan pupuk kompos. Penelitian ini dilaksanakan pada usaha Tunas Mandiri Palopo yang berlokasi di Kel. Songka Kec. Wara Selatan Kota Palopo. Waktu pelaksanaan penelitian selama 2 (dua) bulan, yang dimulai pada bulan Maret-April 2022. Penentuan responden menggunakan teknik purposive sampling. Jumlah responden dalam penelitian ini adalah 6 orang, meliputi 1 (satu) orang pemilik usaha dan 2 (dua) orang karyawan sedangkan responden eksternal yaitu 1 (satu) orang dari Dinas Pertanian, Peternakan dan Perkebunan Kota Palopo serta 2 (dua) orang pelanggan tetap. Data yang diperoleh selanjutnya akan dianalisis dengan menggunakan analisis SWOT. Berdasarkan hasil Matriks IFE dan EFE menunjukkan bahwa posisi usaha pupuk kompos Tunas Mandiri Palopo berada pada kuadran 1 mendukung kebijakan dalam pertumbuhan yang agresif (Growth Oriented Strategy). Berdasarkan hasil analisis matriks SWOT menunjukkan bahwa untuk menciptakan strategi pemasaran untuk dapat meningkatkan penjualan pupuk kompos Tunas Mandiri Palopo dengan menggunakan kekuatan untuk memanfaatkan segala peluang yang dimiliki.
The purpose of this research is to determine the marketing strategy in increasing the sales volume of compost fertilizer. This research was conducted at the Tunas Mandiri Palopo business located in Kel. Songka District. South Wara Palopo City. The time of this research was carried out for 2 months, starting in March-April 2022. Determination of respondents using purposive sampling technique The number of respondents in this study was 6 people, including 1 (one) business owner and 2 (two) employees while respondents external, namely 1 (one) person from the Department of Agriculture, Livestock and Plantation of Palopo City and 2 (two) regular customers. The data obtained will then be analyzed using SWOT analysis. Based on the IFE and EFE Matrix, it shows that the position of the Palopo Tunas Mandiri Compost fertilizer business is in quadrant 1 supporting an aggressive growth strategy (Growth oriented strategy). Based on the results of the SWOT matrix analysis, it shows that to create a marketing strategy to increase sales of Tunas Mandiri Palopo compost by using strengths to take advantage of all opportunities.
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References
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