Perumusan strategi pemasaran telur ayam hutan organik menggunakan ife, efe matrix & swot matrix = Marketing strategy formulation of chicken eggs at hutan organik using ife, efe matrix and swot matrix

Mahendra, Valerio Gading (2021) Perumusan strategi pemasaran telur ayam hutan organik menggunakan ife, efe matrix & swot matrix = Marketing strategy formulation of chicken eggs at hutan organik using ife, efe matrix and swot matrix. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Hutan Organik adalah perusahaan yang bergerak di bidang peternakan yang menghasilkan telur ayam. Hutan Organik pada saat ini ingin meningkatkan target pasar, sehingga dapat tetap bertahan menghadapi persaingan, maka Hutan Organik perlu merumuskan kembali strategi pemasarannya. Tujuan penelitian ini adalah untuk merumuskan strategi pemasaran yang tepat guna meningkatkan target pasarnya. Penelitian ini dilakukan dengan menggunakan metode kualitatif dengan analisis IFE - EFE Matriks dan diagram cartesius yang menghasilkan analisis SWOT. Nilai IFE adalah 3,016 artinya bahwa strategi yang telah dilakukan oleh Hutan Organik (HO) untuk menghadapi permasalahan internal perusahaan adalah sudah cukup baik. Nilai EFE adalah 2,73 artinya bahwa strategi yang telah dilakukan oleh Hutan Organik (HO) untuk menghadapi masalah dari lingkungan eksternal perusahaan adalah sudah cukup meresponi peluang yang ada dan mampu menghindari ancaman yang ada. Berdasarkan analisis IFE dan EFE matrik didapat kordinat diagram kartesiusnya (2,249;0,05). Dengan demikian Hutan Organik (HO) berada pada posisi kuadran I. Kuadran I merupakan bagian dari posisi strength dan opportunity atau disebut posisi SO. Salah satu strategi SO yaitu mempertahankan kualitas telur untuk memenuhi gaya hidup sehat masyarakat yang meningkat. Kuadran I tersebut menyarankan penempatan strategi yang bersifat agresif dengan mempertahankan growth yang ada dengan penerapan strategi yang optimal. / Hutan Organik is a company engaged in animal husbandry that produces chicken eggs. Hutan Organik currently wants to increase the target market, so that it can survive in the face of competition, Hutan Organik needs to reformulate its marketing strategy. The purpose of this research is to find the right marketing strategy to increase the target market. This research was conducted using descriptive quantitative methods with SWOT analysis through IFE Matrix, EFE Matrix and Cartesian diagrams. The IFE value is 3,016 which means that the strategy that has been carried out by Hutan Organik (HO) to deal with the company's internal problems is quite good. The EFE value is 2.73 meaning that the strategy that has been carried out by Hutan Organik (HO) to deal with problems from the company's external environment is sufficient to respond to existing opportunities and is able to avoid existing threats. Based on the analysis of IFE and EFE matrices, the coordinates of the Cartesian diagram are (2,249;0,05). Thus, Hutan Organik (HO) is in quadrant I position. Quadrant I is part of the strength and opportunity position or called the SO position. One of SO's strategies is to maintain egg quality to meet the increasing community's healthy lifestyle. where in this quadrant suggests placing an aggressive strategy by maintaining existing growth with optimal strategy implementation.

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