Analisis Strategi Pemasaran Daging Sapi Pada CV. Duta Mandiri Abadi

Abstract

The increasing in population that followed by higher in the level of education and the quality of life and also the society awareness to live healthier, than then the claim offer nutritious needs, including animal protein is also increasing. From the statistic data (2003) showed that the increased income per capita per year by 8.45 % gave an impact in the increased consumption of beef meat by 2.14 % per year. As a company in providing beef meat CV. DUTA MANDIRI ABADI (CV DMA) faces a tough competition with other big scale company as well as smaller scale company in the same industry. In the achievement on their business it is not free from the role of butchery in providing the raw material in the form of beef meat which Save (Aman), Healthy(Sehat), Whole(Utuh) and Halal (Halal) [ASUH]. Data collecting method is done by direct survey over providing process of raw material, production process, distribution, as well as interviewing with company management party, both with functional level management and also with company owner, represented by their main director and marketing executive. Data revealed is in the form of primary data and secondary data which after that is descriptively analyzed to determine the internal strength and weakness and also the chance and external company threat. Thereafter analysis is done by using IFE matrix analysis EFE, IE matrix and also SWOT matrix analysis to formulate strategic alternative that can be done by company management. The condition of CV DMA in increasing their business is not free from internal and external company effect. Based on analysis result by the use of IFE matrix and EFE we can reveal internal vector evaluation score that achieved accumulative index value as big as 2.755. This means that CV DMA has been able to use their internal strength to over ride their weakness. Whereas from the external factor evaluation score we gain accumulative index value as big as 2.857, which means that a company can give average response over external surroundings in using the existing chances and the avoid threat over organization. Some external factor s have substantial effect over company performances which are beyond management control, so that the company can only do inward revision to reduce those external factor effects. External chance that can be used are the increasing beef meat demand, export segment opening, the increasing consumption of society per capita on beef, the existence of society consumption scheme that changes, market segment which still broad and also economic growth and which is better. External threats faced are : rupiah exchange rate which fluctuate , the existing high inflation rate, and the existence of many competitors. Internal-company factor which become strength to compete are better product quality, local work forces, semi modern equipment, big production capacity, better service to consumer, the existence of better quality management and market segment which is still broad.