STRATEGI PEMASARAN KRISAN POTONG DI PT. ALAM INDAH BUNGA NUSANTARA

Aziz, Aminudin (2012) STRATEGI PEMASARAN KRISAN POTONG DI PT. ALAM INDAH BUNGA NUSANTARA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The research is to evaluate in implementing marketing strategy which is apllied for these days and to formulate marketing strategy in cutting Chrysanthemum at PT. AIBN in the future. The method which was used in getting the data and information done by survey and interview deeply to all group of persons which are related. The method of analysis uses the input CP Matrix, EFE Matrix,IFE Matrix to get some alternatives of marketing strategy, then it is done analysis of QSP Matrix to choose strategy priority. From the evalution gotten that implementing functional marketing strategy Segmenting, Targeting and Positioning), Tactic ( Differentiation, Marketing Mi: Product – Price – Place – Promotion, Selling ) and Value ( Brand, Services, Process ) isn’t consistent too focus. Then marketing development strategy and strategy in giving bonus and implementing improperly and unable to support increasing income and implementing strategy of the mix-price which decrease quality of product the cut-chrysant from PT. AIBN. Formulating of the right marketing strategy in the future is (1) Product Development; (2) Backward Integration; (3) Dependent Diversification where the implementation combined by functional marketing strategy which is more focus, consistent and more control. Key words: strategy evaluation and formulation future marketing strategies. Penelitian ini untuk mengevaluasi pelaksanaan strategi pemasaran yang diterapkan selama ini dan memformulasikan strategi pemasaran krisan potong di PT. AIBN di masa datang. Metode yang digunakan dalam pengambilan data dan informasi dilakukan dengan survey dan wawancara yang mendalam kepada semua pihak terkait. Metode analisis menggunakan input CP Matrix, EFE Matrix dan IFE Matrix, kemudian mencocokkan dengan alat analisis I-E Matrix, SWOT Matrix, SPACE Matrix untuk mendapatkan beberapa alternatif strategi pemasaran, kemudian dilakukan analisis QSPMatrix untuk memilih prioritas strategi. Dari evaluasi didapatkan bahwa pelaksanaan strategi pemasaran fungsional (Segmenting, Targeting dan Positioning), Tacktik (Differensiasi, Marketing Mix: Product - Price – Place - Promotion, Selling) dan Value (Brand, Services, Process) tidak konsisten dan kurang fokus. Kemudian strategi pengembangan pangsa pasar dan strategi pemberian bonus dalam pelaksanaannya kurang tepat dan belum mampu mendorong peningkatan pendapatan, serta pelaksanaan strategi harga campuran yang justru menurunkan citra kualitas produk krisan potong dari PT. AIBN; Formulasi strategi pemasaran yang tepat pada masa mendatang adalah (1) Product Development; (2) Backward Integration; (3) Dependent Diversification yang pelaksanaannya dikombinasikan dengan strategi pemasaran fungsional. yang lebih fokus, konsisten dan terkontrol. Kata-kata kunci : evaluasi strategi, dan formulasi strategi pemasaran mendatang.

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