Skripsi a.n Apriani (H3401221066)

Abstract

CV Duta Niaga Sukses merupakan perusahaan yang memproduksi dan memasarkan Indomatcha Powder, yaitu bubuk matcha lokal. Penjualan pada segmen Business-to-consumer (B2C) belum optimal. Penelitian ini bertujuan untuk menganalisis faktor internal dan eksternal, merumuskan alternatif strategi pemasaran, serta menentukan prioritas strategi pemasaran. Metode yang digunakan adalah analisis deskriptif dengan tahapan Matriks IFE dan EFE, SWOT, serta Quantitative Strategic Planning Matrix (QSPM). Hasil penelitian menunjukkan bahwa perusahaan berada pada posisi grow and build dengan skor IFE sebesar 2,449 dan EFE sebesar 3,335. Lima alternatif strategi pemasaran berhasil dirumuskan, dengan strategi prioritas berupa penguatan positioning dan kredibilitas merek melalui pembenahan kemasan dan identitas produk. Strategi ini diharapkan dapat meningkatkan kepercayaan konsumen, memperkuat citra merek, dan mendorong pertumbuhan penjualan secara berkelanjutan.

CV Duta Niaga Sukses is a company that produces and markets Indomatcha Powder, a locally produced matcha powder. Sales in the Business-to-consumer (B2C) segment have not been optimal. This study aims to analyze the internal and external factors affecting the marketing of Indomatcha Powder, formulate alternative marketing strategies, and determine the priority marketing strategy to be implemented. The study employed descriptive analysis and a three-stage strategy formulation approach consisting of the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, SWOT Analysis, and the Quantitative Strategic Planning Matrix (QSPM). The results show that the company is positioned in the grow and build category, with an IFE score of 2,449 and an EFE score of 3,335. Five alternative marketing strategies were formulated. Based on the QSPM analysis, the priority strategy is to strengthen brand positioning and credibility through improvements in packaging and brand identity. This strategy is expected to increase consumer trust, strengthen brand image, and promote sustainable sales growth.