STRATEGI PEMASARAN SAYURAN HIDROPONIK DI PT. KEBUN SAYUR SEGAR PARUNG FARM KABUPATEN BOGOR PROVINSI JAWA BARAT

Abstract

Abstract This research aims to know the Internal and external factors, the formulation and alternative strategies and the priorities of the strategy. The basic method of this research is a descriptive analytical. The method of determining the location of purposive research. Method of determination of infroman keys using Key Informant. IFE matrix indicates the Parung Farm has been able to harness the power to overcome the weaknesses with the value 2.862595. EFE matrix indicates the Parung Farm can take advantage of opportunities and be able to anticipate threats to the value of 2.614458. A quantitative approach to SWOT matrix shows the Parung Farm is at the I quadrant i.e. strategy SO (Strenght – Opportunities). The formulation of the strategy of generating alternative strategies that are appropriate to the circumstances of the company are: increasing the quality and quantity of the product to the consumer. Improve the quality of workforce in meeting a target production. Boost confidence to the consumer with the kind of vegetables that are always available in the market. Market Penetration. The priorities of the strategy can be carried out by Parung Farm was doing market penetration with a total value of highest appeal (STAS) for 6.074232.

Keywords: Hydroponic Vegetables, Marketing Strategies, IFE Matrix, EFEMatrix, SWOT Matrix, , QSPM.