Analisis SWOT dalam Menentukan Strategi Pemasaran Produk Olahan Susu Pada PT. Putra Indo Mandiri Sejahtera

Abstract

PT. Indo Putra Mandiri Sejahtera (PT. PIMS) need to recognize and understand themselves to be ready to face as well as his company won the competition with a competitor. The determination of these strategies can be done with a SWOT analysis to determine what the strengths and weaknesses of the company, as well as the opportunities and threats that must be faced by the company. The aim of this study is to solve the problem formulation, namely: analyzing factors - factors that are strengths, weaknesses, opportunities, and threats for the company, as well as determining the marketing strategy at PT. PIMS using SWOT analysis. This research was conducted at PT. Indo Putra Mandiri Sejahtera, Berastagi, with descriptive research method with qualitative research paradigm. Data in this study were obtained from the primary data and the results of observation, documentation studies and interviews with informants research, namely managers, employees and consumers. This research was conducted by using the method of analysis of IFAS, EFAS, and SWOT Matrix. The results showed that Gundaling Farm can implement a strategy that results from the SWOT analysis, namely, 1) maintaining and improving the quality of products, 2) expand the distribution area, 3) menambha variety of products, 4) maintain Gundaling Farm as agro-tourism destination, 5) build good relations between leaders and employees, 6) provide training to employees, 7) increases the production of products, 8) improve the promotion, 9) maintain product prices, 10) making product innovation, 11) makes an attractive feature for visitors, 12) to improve the quality of employees, 13 ) to build good relationships with consumers, 14) to increase milk production.