Penetapan Prioritas Strategi Bauran Pemasaran Olahan Kakao pada PT Olam Food Ingredients (OFI)

Abstract

PT Olam Food Ingredients (OFI) merupakan perusahaan pengolah an dan ekspor biji kakao yang mengalami permasalahan pemasaran seperti keterbatsaan variasi produk, harga yang kurang kompetitif, distribusi yang belum optimal serta promosi yang terbatas. Penelitian ini bertujuan untuk menganalisis strategi bauran pemasaran 4P, menetapkan prioritas strategi pemasaran dan rekomendasi perbaikan strategi pemasaran. Analisis dilakukan secara deskriptif terhadap elemen produk, harga, tempat (distrubusi), dan promosi. Selanjutnya metode Analytical Hierarchy Process (AHP) digunakan untuk menentukan strategi prioritas berdasrkan tiga tujuan pemasaran: meningkatkan penjualan, memperluas pangsa pasar, dan mempromosikan olahan kakao. Hasil penelitian ini menujukan bahwa strategi produk merupakan prioritas utama dengan bobot (0,05), diikuti ditribusi (0,03), promosi (0,02), dan harga (0,002). Rekomendasi perbaikan strategi meliputi peningkatan mutu dan variasi produk, inovasi kemasan, penyesuaian harga kompetitif, diversifikasi metode promosi, serta optimalisasi saluran distribusi. Strategi ini diharapkan mampu meningkatkan efektivitas peasaran dan daya saing PT OFI di pasar lokal maupun internasional.

PT Olam Food Ingredients (OFI) is a cocoa bean processing and exporting company that faces several marketing challenges, including limited product variation, uncompetitive pricing, suboptimal distribution, and under developed promotional startegies. This study aims to analyze the 4P marketing mix strategy, determine the priority of marketing strategies, and propose recommendatios for strategic improvements. A descriptive analysis was conducted on the marketing mix elements:product, price, place(distribution), and promotion, furthermore, the Analytical Hierarchy Process (AHP) methode was applied to determine strategic priorities based on three marketing objectives:increasing sales, expanding market share, and promoting cocoa based products. The results indicate that the product strategy is the top priority with a sweight of (0,05), followed by distribution (0,03), promotion (0,02), and price (0,002). Recommended strategic improvements include enhancing product quality and variety, packaging innovation, competitive pricing adjustments, diversification of promotional methods, and optimization of distribution channels. These strategies are expected to improve PT OFI’s marketing effectiveness and competitiveness in both local and international markets.