Analisis Strategi Pemasaran Telur Ayam Omega3 Tinggi Protein di CV Global Buwana Farm

Abstract

Penelitian ini bertujuan merumuskan strategi pemasaran untuk mengatasi excess supply sebesar 97 kg di CV Global Buwana Farm. Data dikumpulkan melalui observasi, wawancara, dan survei. Hasil analisis IFE (2,96) dan EFE (3,11) menempatkan perusahaan pada Sel II Matriks IE (Grow and Build). Berdasarkan analisis QSPM, strategi prioritas utama adalah Meningkatkan penjualan dan kerja sama kemitraan (STAS 6,15). Implementasi dilakukan melalui kemitraan B2B dengan Program Makan Bergizi Gratis Bogor Selatan (30 kg) dan Koperasi Bogor Barat (20 kg), serta personal selling (5 kg). Analisis keuangan mencatat penerimaan November sebesar Rp25.575.000 (R/C Ratio 1,099) dan Desember sebesar Rp24.890.000 (R/C Rasio 1,070). Nilai R/C Ratio > 1 membuktikan usaha ini efisien, menguntungkan, dan layak dikembangkan.

This study aims to formulate marketing strategies to mitigate an excess supply of 97 kg at CV Global Buwana Farm. Data were collected via observation, interviews, and surveys. The IFE (2,96) and EFE (3,11) scores positioned the firm in Cell II of the IE Matrix (Grow and Build). QSPM analysis prioritized Increasing sales through partnership collaborations (STAS 6,15). Strategy execution involved B2B partnerships with the South Bogor Free Nutritious Meal Program (30 kg) and West Bogor Cooperative (20 kg), alongside personal selling (5 kg). Financial analysis showed revenues of IDR25.575.000 in November (R/C Ratio 1,099) and IDR24.890.000 in December (R/C Ratio 1,070). An R/C Ratio > 1 confirms the business is efficient, profitable, and viable.