Perumusan strategi pemasaran menggunakan ife matrix, efe matrix, dan swot matrix pada usaha ternak lele di Karawang

Elyasa, Maulana Aziz (2021) Perumusan strategi pemasaran menggunakan ife matrix, efe matrix, dan swot matrix pada usaha ternak lele di Karawang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Catfish farming is one of the business fields that can have good potential, it can be seen that Indonesia is a country that has a wealth of abundant biological resources. With this better potential, more and more competitors are starting to open a catfish business. With the emergence of competitors and also the conditions experienced at this time resulted in a chain effect that had an impact on the Karawang catfish business. The Karawang catfish business is a business that was established on March 12, 2020. The Karawang catfish business has a problem, namely it has not reached the target to be achieved, namely catfish seeds sold as many as 80,000 seeds/month. The research was conducted to formulate a strategy formulation using the IFE Matrix, EFE Matrix and SWOT Matrix to provide suggestions for improvement strategies. Data was collected by giving questionnaires to consumers and 4 managers as well as interviews to the manager of the Karawang catfish business. From the calculation of the IFE Matrix, a total weighted score of 3,170 is obtained, which means that the Karawang catfish business is in the Strong category, while from the EFE Matrix calculation, it is 2,582, which means that the Karawang catfish business responds to opportunities and threats above the average. From the Cartesian diagram, it is found that the company places a position in quadrant II so that a good company strategy is ST (Strengths-Threats) in the SWOT Matrix mapping. From the ST position obtained by the company, there are proposed strategies such as providing cheap and affordable prices, increasing the company's marketing efforts, implementing a concentric diversification strategy, developing a company information system and improving the company's distribution system so that the company can increase sales / Usaha ternak lele merupakan salah satu bidang usaha yang dapat memiliki potensi baik, hal ini dapat dilihat negara Indonesia ini merupakan negara yang memiliki kekayaan sumber daya hayati yang berlimpah. Dengan potensi yang semakin baik ini sehingga membuat semakin banyaknya pesaing-pesaing yang mulai untuk membuka usaha lele. Dengan munculnya pesaing-pesaing dan juga kondisi yang dialami saat ini mengakibatkan efek berantai yang berimbas pada usaha ternak lele Karawang. Usaha ternak lele Karawang adalah usaha yang berdiri di bulan 12 Maret 2020. Usaha ternak lele Karawang memiliki masalah yaitu belum mencapai target yang ingin dicapai yaitu benih lele terjual sebanyak 80.000 benih/bulan. Penelitian dilakukan untuk merumuskan formulasi strategi menggunakan IFE Matrix, EFE Matrix dan SWOT Matrix untuk memberikan usulan strategi perbaikan. Pengumpulan data dilakukan dengan memberikan kuesioner kepada konsumen dan 4 manager serta wawancara kepada manager usaha ternak lele Karawang. Dari perhitungan IFE Matrix didapat total skor tertimbang sebesar 3,170 yang memiliki arti usaha ternak lele Karawang dalam kategori Kuat sedangkan dari perhitungan EFE Matrix didapat 2,582 yang memiliki arti usaha ternak lele Karawang memberikan respon peluang dan ancaman diatas rata-rata. Dari diagram kartesius didapat bahwa perusahaan menempatkan posisi di kuadran II sehingga strategi perusahaan yang baik yaitu ST (Strengths- Threats) pada pemetaan SWOT Matrix. Dari posisi ST yang didapat perusahaan, maka terdapat usulan strategi-strategi seperti memberikan harga murah dan terjangkau, meningkatkan upaya pemasaran perusahaan, menerapkan strategi diversifikasi konsentris, mengembangkan sistem informasi perusahaan dan meningkatkan sistem distribusi perusahaan agar dapat meningkatkan penjualan.

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