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Title: | Srategi Pemasaran Turunan Minyak Atsiri Cengkeh (Eugenol) pada PT Alam Indonesia Raharja |
Other Titles: | Marketing Strategy of Clove Essential Oil Derivative (Eugenol) at PT Alam Indonesa Raharja |
Authors: | Rahmasari, Liisa Firhani Panjaitan, Fajar Pathresyo |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | Penelitian ini bertujuan untuk menganalisis keuntungan dari penambahan nilai dan strategi pemasaran minyak eugenol pada PT Alam Indonesia Raharja. Metode analisis Hayami digunakan untuk menghitung nilai tambah, R/C rasio digunakan sebagai penghitung kelayakan usaha, serta metode STP dan Lean Model Canvas untuk menyusun strategi pemasaran. Hasil penelitian menunjukkan bahwa proses fraksinasi 1 ton minyak cengkeh menjadi 700 kg minyak eugenol, dengan rasio nilai tambah sebesar 24 persen atau Rp50.974 per kg. Tingkat keuntungan perusahaan mencapai 82 persen atau Rp41.974 per kg. Analisis R/C rasio sebesar 1,34 menunjukkan bahwa kegiatan diversifikasi produk layak dijalankan. Menurut segmentasinya, pasar utama produk ini adalah pasar Eropa dengan target utama industri Flavour and Fragrance dan industri maklon bahan kimia. Dengan harga 19,46USD termasuk harga yang menarik sebab masih di bawah rata-rata harga pasar. Model bisnis yang cocok untuk dijalankan adalah B2B dengan menggunakan Letter of Credit sebagai syarat transaksi. Perusahaan mempromosikan keunggulan kompetitif dan keunikan perusahaan untuk menarik pelanggan. This study aims to analyze the benefits of value addition through product diversification and marketing strategies for eugenol oil at PT Alam Indonesia Raharja. The Hayami method is employed to calculate value-added, while the R/C ratio is used to assess business feasibility. Additionally, the STP method and Lean Model Canvas are utilized to develop marketing strategies. The research findings indicate that the fractionation process converts 1 ton of clove oil into 700 kg of eugenol oil, with a value-added ratio of 24 percent or IDR 50,974 per kg. The company's profit margin reaches 82 percent or IDR 41,974 per kg. The R/C ratio analysis, which stands at 1.34, suggests that product differentiation activities are feasible. According to market segmentation, the primary market for this product is Europe, with the main target industries being flavor and fragrance, as well as chemical manufacturing. With a price of USD 19.46 offered by the company, this price is considered attractive as it is below the market average. The most suitable business model for the company is B2B, utilizing Letters of Credit as a transaction requirement. The company promotes its competitive advantages and uniqueness to attract customers. |
URI: | http://repository.ipb.ac.id/handle/123456789/157763 |
Appears in Collections: | UT - Agribusiness Management |
Files in This Item:
File | Description | Size | Format | |
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cover_J0310201260_19b67549073448799a86f37619f2b7bc.pdf | Cover | 720.76 kB | Adobe PDF | View/Open |
fulltext_J0310201260_a4e9d1e3568c49a5b85491ca2b0b0aec.pdf Restricted Access | Fulltext | 7.41 MB | Adobe PDF | View/Open |
lampiran_J0310201260_ca71844719f644fab845e9c5c8bde797.pdf Restricted Access | Lampiran | 2.64 MB | Adobe PDF | View/Open |
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