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http://repository.ipb.ac.id/handle/123456789/110196
Title: | Strategi Pengembangan Bisnis Unit Produksi Hilir Kopi Banaran pada PT. Perkebunan Nusantara IX |
Other Titles: | Business Development Strategy of Unit Produksi Hilir Banaran Coffee at PT. Perkebunan Nusantara IX |
Authors: | Jahroh, Siti Oktariani, Andina Handoko, Khalil Humainy |
Issue Date: | Dec-2021 |
Publisher: | IPB University |
Abstract: | Unit Produksi Hilir (UPH) Kopi Banaran merupakan unit usaha yang menjual produk hilir kopi dalam bentuk bubuk. Perusahaan memiliki permasalahan yang datang dari lingkungan internal maupun eksternal. Penelitian ini dilakukan untuk merancang alternatif strategi agar UPH dapat mengendalikan masalah yang ada sehingga perusahaan diharapkan dapat berkembang dan mencapai tujuannya. Penelitian dilaksanakan pada bulan April hingga Juli 2021 dengan melibatkan manajer umum UPH, asisten manajer pemasaran, dan asistem manajer operasional dan keuangan sebagai responden. Analisis yang digunakan dalam penelitian ini adalah matriks Internal Factor Evaluation (IFE), matriks External Factor Evaluation (EFE), matriks Internal-Eksternal (IE), matriks SWOT, matriks QSP. Berdasarkan hasil analisis didapatkan sembilan faktor internal dan sembilan faktor eksternal. Kekuatan utama UPH adalah produk yang berkualitas, terverifikasi dan teruji klinis (BPOM dan halal MUI). Kelemahan utama UPH adalah tampilan kemasan yang kurang menarik. Peluang utama bagi UPH adalah pertumbuhan jumlah konsumsi kopi. Ancaman utama bagi UPH adalah banyaknya kompetitor di dalam industri yang sama. Mengembangkan metode strategi pemasaran menjadi alternatif strategi utama UPH dari total enam alternatif strategi yang ditawarkan. Unit Produksi Hilir (UPH) Banaran Coffee is a business unit of PTPN IX that sells downstream coffee products in powder form. The company has problems that come from the internal and external environment that hinder the company's achievement. This research was conducted to design alternative strategies for UPH to follow the existing problems up, then the company is expected to grow and achieve its goals. The research was conducted from April to July 2021 involving UPH general manager, marketing manager assistant, operational and financial manager assistant as respondents. The analysis used in this study are the Internal Factor Evaluation (IFE) matrix, the External Factor Evaluation (EFE) matrix, the Internal-External (IE) matrix, the SWOT matrix, and the QSP matrix. Analysis results obtained nine internal factors and nine external factors. UPH's main strength is qualified, verified and clinically tested product (BPOM and halal MUI). The main weakness is the unattractive appearance of the packaging. The main opportunity is the growth of the coffee consumption. The main threat is the large number of competitors in the same industry. Developing a marketing strategy method is the main strategy from the total of six alternative strategies offered. |
URI: | http://repository.ipb.ac.id/handle/123456789/110196 |
Appears in Collections: | UT - Business |
Files in This Item:
File | Description | Size | Format | |
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K14170052_Cover.pdf Restricted Access | Cover | 700.13 kB | Adobe PDF | View/Open |
K14170052_Fulltext.pdf Restricted Access | Fullteks | 10.34 MB | Adobe PDF | View/Open |
K14170052_Lampiran.pdf Restricted Access | Lampiran | 3.31 MB | Adobe PDF | View/Open |
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