Analisis Strategi Pemasaran Pupuk Organik pada PT Roma Asi Jaya di Medan

Abstract

PT. Roma Asi Jaya is one of the companies engaged in the production of fertilizer in the city of Medan. In the past two years, the company found a problem with a decrease in sales volume. Therefore the company needs to pay attention to the strengths and weaknesses, opportunities and threats that are owned, it aims to find the right marketing strategy for PT. Roma Asi Jaya. Formulation of the problem in this research is the factors what are the strengths, weaknesses, opportunities and threats in the PT. Roma Asi Jaya and Alternatives Which strategy should be applied by PT. Roma Asi Jaya in marketing the product. This study aims to Know and describe factors into strengths, weaknesses, opportunities and threats in the PT. Roma Asi Jaya, as well as analyze alternative marketing strategies that can be implemented by PT . Roma Asi Jaya in marketing the product. The method used in this research is descriptive method with qualitative approach. Data were obtained from interviews, observation, documentation studies, and literature study. The informants were 8 people, ie 5 key informants and 3 key informants. Data were analyzed using qualitative descriptive analysis and SWOT analysis. The results showed PT. Roma Asi Jaya is in quadrant I in the Cartesian diagram, where greater strength than weakness, and greater opportunities than threats. Therefore PT. Roma Asi Jaya need to implement strategies that support an aggressive growth policy, through intensive strategy (market penetration, market development, and product development), as well as three alternative strategies SO.