Adventaria, Ambrosius (2023) Strategi Pengembangan Pemasaran Pupuk Organik Cv Sarana Tani Utama Di Desa Bukit Meranti Kecamatan Seberida Kabupaten Indragiri Hulu. Other thesis, Universitas Islam Riau.

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Abstract

Strategy for the Development of Organic Fertilizer Marketing in Bukit Meranti Village, Seberida District, Indragiri Hulu Regency. Supervisor of Mr. Dr. Ir. Ujang Paman Ismail, M.Agr. Marketing strategy is a decision in a company that determines the goals, objectives and goals that produce the main policies and plan the achievement of goals and ensure business goals to be achieved. This study aims to analyze the characteristics of entrepreneurs and business profiles, internal and external factors in the marketing of organic fertilizers and the marketing strategy of CV Sarana Tani Utama, Bukit Meranti Village, Seberida District, Indragiri Hulu Regency. The method used in this research is a survey mode located in Bukit Meranti Village, Seberida District, Indragiri Hulu Regency. This research was conducted for 6 (six) months from January 2022 to June 2022. The analysis used was Descriptive Qualitative and SWOT Analysis. The characteristics of organic fertilizer entrepreneurs and employees indicating that the average age was 37 years, length of education 12 years average high school level, 6.3 years of business experience, the average number of family dependents is 3 people and the profile of the organic fertilizer business managed by the entrepreneur is a medium-sized business because the existing workforce is 20 people. Internal and External Factors after analyzing that Internal Factors are obtained with a weight and rating of 1.57 on strengths and weaknesses of 0.63 and External Factors are obtained with a weight and rating of 1.48 on opportunities and 0.39 on threats. The results on the SWOT matrix are obtained the SO (Strength and Opportunities) strategy shows a very profitable situation for organic fertilizer entrepreneurs. Organic fertilizer marketing has strengths and opportunities. Which with existing strengths can take advantage of existing opportunities. The strategy applied in marketing organic fertilizers for the future is to maintain the quality of organic fertilizers so that they remain superior and take advantage of existing opportunities, long business experience. This strength is used to support existing opportunities.

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