Strategi Pemasaran PT Fajar Mandiri Sukses Distributor Pupuk, Pestisida dan Herbisida (Studi Kasus: Provinsi Sumatera Utara)

Abstract

The objective of this research is to analyze the internal and external factors of the fertilizer, pesticide, and herbicide distribution business at PT Fajar Mandiri Sukses, and to examine the business development strategy for the company. The analytical methods used are SWOT analysis and the IFAS and EFAS matrices. The results of this study indicate that the business development of PT Fajar Mandiri Sukses lies in Quadrant I, which means the company is in a very favorable position. This position indicates that the development of the fertilizer, pesticide, and herbicide distribution business has both opportunities and strengths. The strategy applied is the S-O (Strengths-Opportunities) strategy, which involves leveraging internal strengths such as a solid human resources management team, relatively wide marketing area, financial capability, and product distribution to seize external opportunities such as high market demand, expanding distribution areas that are not yet evenly covered, using e-commerce platforms, and collaborating with multinational producers.