Analisis Strategi Pemasaran Usaha Peternakan Sapi Potong di PT.Eldira Fauna Asahan Desa Hessa Air Genting Kecamatan Air Batu Kabupaten Asahan

Abstract

PT Eldira Fauna Asahan runs a livestock business for fattening beef cattle, which is a type of business that has the potential to be developed. The research was conducted on PT Eldira Fauna Asahan's farm in August-September 2022. This research was conducted using descriptive and SWOT analysis methods. The results showed that the livestock business of PT Eldira Fauna Asahan was in quadrant I. The results showed that the environmental conditions in PT. Eldira Fauna Asahan is good. The internal strategy factor matrix shows a positive value (+), the strength/strengths value is greater than the weaknesses/weaknesses (S = 2.20 > W = 0.95), while based on the external strategy factor matrix shows a positive value with an opportunity value. greater than the threat/treats value (O = 2.22 > T = 0.95). The conclusion of the research is the analysis of the internal and external environment at PT. Eldira Fauna Asahan showed good results and gave good prospects for business progress, with a total score of strength and opportunity factors (SO = 4.42). Determining the right strategy is a rapid strategy, which is a strategy whose strength factor value is greater than opportunity.