| dc.description.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. | en_US |
