Analisis strategi pemasaran berorientasi ekspor pada perusahaan penyulingan minyak akar wangi pt. Pulus Wangi Nusantara di Samarang, Garut

Abstract

Enterprise of Pulus Wangi Nusantara (PWN) is one of agro industrial enterprise on essential oil specially vetiver oil. In running its business, there are some constraints causing enterprise of PWN has a weak ability to do marketing strategy. Furthermore, it is needed to analyze enterprise of PWN in market activities including strength, weakness, opportunity, and threat (SWOT) analysis faced by enterprise of PWN. Data completing and analysis method were done by using strategic management concept approach. The data and information were proceed quantitatively and qualitatively. The qualitative data was process by descriptive. Quantitative analysis was started from input level through matrix of Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE), matching level through Internal-Eksternal (IE) and matrix of Strength-Weakness-Opportunity-Threat (SWOT), then, continuing by decision level with choosing marketing strategy priority through Quantitative Strategic Planning Matriks (QSPM). Based on internal and external factor identification research and its evaluation, providable that the main strength of enterprise is completing of export administrate qualification with score 0.436, the main weakness is continuity production with score 0.132, the main opportunity is brand of Java Vetiver Oil with score 0.389, and the main threat is the technology used competitor more sophisticated with score 0.119. Analysis from IE matrix providable the result that the position of enterprise is on quadran V that mean hold and maintain. The analysis result with SWOT matrix show many alternative strategy which is classified four selected strategy then. They are: market penetration, product development, direct exporting and human resource development. From matching stage, then calculate to decision making stage with using QSPM method. It shows that best market strategy priority continuously market penetration strategy with score 7.009.