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http://repository.ipb.ac.id/handle/123456789/157357
Title: | Penerapan Strategi Promosi Hewan Qurban Kaleng Kambing dan Domba untuk Meningkatkan Penjualan pada CV Mitra Tani Farm |
Other Titles: | Promotion Strategy Implementation of Canned Lamb and Mutton Sacrificial Animal to Increase Sales at CV Mitra Tani Farm |
Authors: | Purwanto, Bagus Priyo Manalu, Doni Sahat Tua Khubaib, Ahmad |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | AHMAD KHUBAIB. Penerapan Strategi Promosi Hewan Qurban Kaleng
Kambing dan Domba untuk Meningkatkan Penjualan pada CV Mitra Tani Farm.
Dibimbing oleh BAGUS PRIYO PURWANTO dan DONI SAHAT TUA
MANALU.
Momentum perayaan Idul Adha menyebabkan permintaan hewan qurban
seperti kambing dan domba meningkat. CV Mitra Tani Farm, yang mengkhususkan
diri dalam pembiakan dan pemeliharaan hewan ruminansia untuk pasar qurban,
mengalami penurunan penjualan dan gagal mencapai target tahunan dalam empat
tahun terakhir. Penelitian ini bertujuan mengembangkan strategi promosi untuk
meningkatkan penjualan. Studi ini menjawab tiga pertanyaan utama:
mengidentifikasi strategi pemasaran yang sesuai, menentukan segmen pasar yang
ditargetkan, dan mengevaluasi cara strategi tersebut meningkatkan penjualan.
Metode yang digunakan meliputi analisis IFE dan EFE, IE, matriks SWOT, QSPM,
statistik deskriptif, dan analisis finansial. Hasil analisis SWOT menunjukkan tujuh
strategi alternatif dengan prioritas strategi berdasarkan analisis matriks QSPM yaitu
meningkatkan promosi pada segmentasi pasar yang sudah ditentukan. Analisis
statistik deskriptif menunjukkan tiga variabel terpenting dalam promosi yaitu halal,
tepat waktu, dan pelayanan. Hasil R/C setelah penerapan strategi meningkat dari
1,6 menjadi 1,7 dengan asumsi kenaikan penjualan sepuluh persen.
Kata kunci: analisis SWOT, hewan kurban, matriks IFE dan EFE, promosi, strategi
pemasaran. AHMAD KHUBAIB. Promotion Strategy Implementation of Canned Lamb and Mutton Sacrificial Animal to Increase Sales at CV Mitra Tani Farm. Supervised by BAGUS PRIYO PURWANTO and DONI SAHAT TUA MANALU. The momentum of the Idul Adha celebration leads to increased demand for qurban animals such as goats and sheep. CV Mitra Tani Farm, which specializes in breeding and raising ruminant animals for the qurban market, has experienced a decline in sales and has failed to meet its annual targets for the past four years. This research aims to develop promotional strategies to boost sales. The study addresses three main questions: identifying appropriate marketing strategies, determining the target market segments, and evaluating how these strategies can increase sales. The methods used include IFE and EFE analysis, IE, SWOT matrix, QSPM, descriptive statistics, and financial analysis. The SWOT analysis results indicate seven alternative strategies, with the priority strategy based on the QSPM matrix analysis being to enhance promotion in the predetermined market segments. Descriptive statistical analysis shows the three most important variables in promotion are halal certification, timeliness, and service quality. The R/C ratio after implementing the strategy increased from 1.6 to 1.7, assuming a ten percent increase in sales. Keyword: IFE and EFE matrices, marketing strategies, promotions, sacrificial animals, SWOT analysis. |
URI: | http://repository.ipb.ac.id/handle/123456789/157357 |
Appears in Collections: | UT - Agribusiness Management |
Files in This Item:
File | Description | Size | Format | |
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cover_J0310201256_51f20e930986422baa6d8f2c66e67b28.pdf | Cover | 411.2 kB | Adobe PDF | View/Open |
fulltext_J0310201256_64e5682767b649e6809e9f295183886a.pdf Restricted Access | Fulltext | 1.23 MB | Adobe PDF | View/Open |
lampiran_J0310201256_f0a3856d1edc4e93b2321ea5c899ff8c.pdf Restricted Access | Lampiran | 659.93 kB | Adobe PDF | View/Open |
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