Analisis Strategi Pemasaran Usaha Peternakan Domba di PT. Sugiono Padepokan Ternak Kecamatan Dolok Masihul Kabupaten Serdang Bedagai

Abstract

PT Sugiono Padepokan Ternak conducts livestock business for breeding and fattening. Research conducted in March - May 2023 at PT Sugiono Padepokan Ternak. This research was conducted using descriptive and SWOT analysis methods. The results of the study showed that the livestock business of PT Sugiono Padepokan Ternak was in quadrant 1. The results showed that the environmental conditions at PT Sugiono Padepokan Ternak were good. The matrix of internal strategic factors shows a positive value (+), the value of strengths is greater than the weakness/weakness (S = 2.78 > W = 0.58), while based on the matrix of external strategic factors shows the value of opportunities/opportunities is greater than the value of threats/treaths (O = 2.19 > T = 1.49). The conclusion of the research conducted is that the analysis of the internal and external environment at PT Sugiono Padepokan Ternak shows good results and provides good prospects for business development, with a total factor score (SO = 4.97). Determination of the right strategy is rapid strategy, namely the value of the strength factor is greater than the opportunity.