Perancangan Strategi Pemasaran Pupuk ZA Non Subsidi PT Petrokimia Gresik Menggunakan Matriks SWOT dan QSPM

Sukmoyoni, Salsabila (2023) Perancangan Strategi Pemasaran Pupuk ZA Non Subsidi PT Petrokimia Gresik Menggunakan Matriks SWOT dan QSPM. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sebagai upaya mewujudkan swasembada pangan nasional, diperlukan adanya dukungan terkait sarana dan infrastuktur pertanian, salah satunya ialah ketersediaan pasokan pupuk. PT Petrokimia Gresik merupakan produsen pupuk dalam negeri yang memproduksi berbagai jenis pupuk pertanian, salah satunya ialah Pupuk ZA. PT Petrokimia Gresik menyuplai kebutuhan Pupuk ZA subsidi yang disalurkan ke hampir seluruh wilayah di Indonesia. Selain itu, PT Petrokimia Gresik juga menjual Pupuk ZA non subsidi. Ditetapkannya kebijakan pencabutan subsidi Pupuk ZA pada Juli 2022 menyebabkan perusahaan mengalihkan prioritas pemasaran dan penjualan ke Pupuk ZA non subsidi. Sehingga, diperlukan dukungan strategi pemasaran yang mumpuni, tepat, dan efektif untuk mendukung upaya pemasaran dan penjualan Pupuk ZA non subsidi agar dapat memberikan manfaat sebaik mungkin dalam proses produksi pertanian serta mendatangkan revenue dan profit yang memuaskan bagi perusahaan. Penelitian ini mengimplementasikan metode penelitian mix method dalam proses pengumpulan data melalui wawancara dan kuesioner. Pada tahap pengolahan data, penelitian menerapkan metode analisis SWOT untuk menganalisis kondisi internal dan eksternal perusahaan serta menggunakan Matriks IFE, EFE, SWOT, IE, dan QSPM untuk menentukan nilai faktor internal dan eksternal, memahami posisi perusahaan di pasar serta menentukan strategi pemasaran yang sesuai. Penelitian ini menghasilkan analisis internal dan eksternal untuk Pupuk ZA non subsidi, strategi pemasaran yang sesuai beserta action plan untuk masing-masing strategi pemasaran yang telah dirumuskan.
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As an effort to realize national food self-sufficiency, support is needed regarding agricultural facilities and infrastructure, one of which is the availability of fertilizer supplies. PT Petrokimia Gresik is a domestic fertilizer producer that produces various agricultural fertilizers, one of which is Pupuk ZA. PT Petrokimia Gresik supplies the needs of subsidized Pupuk ZA, which is distributed to almost all regions in Indonesia. In addition, PT Petrokimia Gresik also sells non-subsidized Pupuk ZA. The stipulation of the policy to withdraw Pupuk ZA subsidies in July 2022 caused the company to shift marketing and sales priorities to non-subsidized Pupuk ZA. Thus, it is necessary to support a qualified, appropriate, and effective marketing strategy to support the marketing and sales of non-subsidized Pupuk ZA to provide the best possible benefits in the agricultural production process and bring in satisfactory revenue and profit for the company. This study implements mix method research methods in collecting data through interviews and questionnaires. At the data processing stage, the study applied the SWOT analysis method to analyze the company's internal and external conditions and used the IFE, EFE, SWOT, IE, and QSPM Matrix to determine the value of internal and external factors, analyze the company's position in the market and determine appropriate marketing strategies. This research resulted in internal and external analysis for non-subsidized Pupuk ZA, proper marketing strategies, along with action plans for each marketing strategy that had been formulated.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.8 Sal p-1 2023
Uncontrolled Keywords:	Strategi Pemasaran, SWOT, IFE, EFE, IE Matrix, SWOT Matrix, QSPM, Marketing Strategy
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Salsabila Sukmoyoni
Date Deposited:	25 Jul 2023 04:37
Last Modified:	22 Mar 2024 03:24
URI:	http://repository.its.ac.id/id/eprint/99404

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