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All Journal JOURNAL AGRIBUSINESS
Mudatsir Najamuddin
Syarif Hidayatullah State Islamic University Jakarta
Agriculture, Biological Sciences & Forestry

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MARKETING STRATEGY OF SHREDDED CHILI PRODUCTS PT EVIA MAJU BERSAMA, BOGOR, WEST JAVA Mudatsir Najamuddin; Rizki Adi Puspita Sari; Anindya Kariza
AGRIBUSINESS JOURNAL Vol 15, No 2 (2021): AGRIBUSINESS JOURNAL
Publisher : Syarif Hidayatullah State Islamic University Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/aj.v15i2.28207

Abstract

This research is backgrounded by the processing of chili as an alternative to extending the shelf life of chili and PT. Evia Maju Bersama is one of the businesses engaged in the production and trade of processed chili into shredded chili. Until now, the company continues to strive to market its products even though there are several obstacles faced, such as promotional activities carried out not running well, experiencing a decrease in sales due to lifestyle changes, competition with similar companies and the income received did not reach the target. Based on these problems, this study aims to, 1) identify internal and external factors that affect the marketing of PT Evia Maju Bersama, 2) find out the position of PT Evia Maju Bersama based on internal and external factors, 3) Develop alternative product marketing strategies that can be applied, and 4) determine the priorities of marketing strategies that are in accordance with PT Evia Maju Bersama.The results of this study found that based on the IFE matrix, 6 strengths and 6 weaknesses could be identified with a total score of 2,843 for internal factors and 2,997 for external factors. The total score results on the IFE and EFE matrices positioned in the IE matrix on cell V belong to the category of held and guarded positions. The SWOT matrix produces 5 alternative marketing strategies that companies can apply. The results of the QSPM matrix analysis show that the strategies that are the top priority to be implemented are carrying out product promotion activities through social media and marketplaces, and building a brand image through personal selling, direct marketing, and online promotion. 
SMALL MICRO BUSINESS DEVELOPMENT STRATEGY CV. ENAM PUTRI OF JAKARTA Mudatsir Najamuddin; Zulmanery Manir; Wirawan Ahmad Destama
AGRIBUSINESS JOURNAL Vol 14, No 2 (2020): AGRIBUSINESS JOURNAL
Publisher : Syarif Hidayatullah State Islamic University Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/aj.v15i2.28148

Abstract

 This research is backgrounded by the number of micros, small, and medium industries (MSMEs) increasing every year causing business competition to be more competitive. Most of the new MSME players will take some portion of the market share of old business actors which causes a reduction in the income received.  CV. Enam Putri, which is one of the pilot of MSMEs in the DKI Jakarta area, has several problems in carrying out its production.  Problems faced by CV.  Enam Putri is a year-over-year decline in production caused by increasingly fierce competition. This study aims to, identify the factors of the internal environment and external environment contained in the CV. Enam Putri, analyze the alternative strategies applied, as well as determine the priorities of the strategies to be applied.            Asa result of this study, it is known that there are seven strengths and three weaknesses as well as five opportunities and five threats identified in the CV. Enam Putri.  The SWOT matrix produces seven alternatives that can be applied by companies with two of them being priority strategies that are recommendations to be implemented, namely: maintaining product quality and service, as well as expanding cooperation with distributors.             The conclusions of this study show that based on the analysis of the SWOT matrix, the company came up with seven alternative strategies.  Based on the QSPM matrix, the priority strategy that the company will implement is the strategy of maintaining the quality and production services offered and expanding cooperation with distributors.
Co-Authors Anindya Kariza Rizki Adi Puspita Sari Wirawan Ahmad Destama Zulmanery Manir