STRATEGI BERSAING AGROINDUSTRI LAPIS BOGOR SANGKURIANG PT. AGRINESIA RAYA

Abstract

Abstract: This study aims to determine the critical success factors in marketing products Lapis Bogor Sangkuriang, to know the competitive position of products Lapis Bogor Sangkuriang compared with its competitors, and to find alternative competitive strategy that can be applied in marketing of Lapis Bogor Sangkuriang by PT. Agrinesia Raya. The basic method used was descriptive analysis method. Locations was intentionally selected (purposive) method. This study used primary and secondary data. Data analysis used was Competitive Profile Matrix (CPM).The results showed critical success factors in marketing products of Lapis Bogor Sangkuriang are the price, product diversity, durability, taste, texture, color of product, fragrance of products, brand, design, packaging quality, color of packaging, and completeness label. Based on the analysis of CPM (Competitive Profile Matrix) Lapis Bogor Sangkuriang had the highest total score with the acquisitionof a total score was 3,2097. Based on the analysis of CPM (Competitive Profile Matrix) was formulated three strategic alternatives which are 1) Increasing the promotion through social media with product advertising campaign of Lapis Bogor Sangkuriang; 2) Perform the positioning of the product by creating the impression or image of high-quality products; 3) Perform benchmark quality related level of thickness and packaging materials used and conduct further research to optimize product durability. Suggestions based on the results of this study is PT. Agrinesia Raya may consider a critical success factor Lapis Bogor Sangkuriang product, PT. Agrinesia Raya should be to benchmark the quality of the packaging, and conduct further research on the factors that affect the durability of the product Lapis Bogor Sangkuriang.