STRATEGI BAURAN PEMASARAN (MARKETING MIX) TANAMAN HIAS DI URBAN GARDEN PT BUMI SERPONG DAMAI Tbk

Abstract

ABSTRACT : Urban Garden PT Bumi Serpong Damai Tbk is an Ornamental Plants firm in South Tangerang City. The development potential in BSD City reaches out to IDR 27 billion per year. Nevertheless, Urban Garden PT Bumi Serpong Damai Tbk just reached IDR 4 billion per year. The methods of research utilized are descriptive and analytic. The key informants were selected purposively. The data analysis method used; (1) Strategy Evaluation; (2) IFE Matrix and EFE Matrix; (3) Internal External Matrix; (4) SWOT Matrix; and (5) QSPM. The main strength that affects the marketing strategy is the strategic location, with a score of 0.376. In contrast, the main weakness is the selling price of Ornamental Plants in Urban Garden PT Bumi Serpong Damai Tbk is more expensive than another brand with a score of 0.172. The foremost opportunity is the potential of Ornamental Plants for supporting the existence of a green city with a score of 0.412. The main threat is the high number of competitors in South Tangerang with a score of 0.091. The strategic position of Urban Garden PT Bumi Serpong Damai Tbk is in position IV (hold and maintaining) on the IE matrix. The marketing strategy priority for Urban Garden PT Bumi Serpong Damai Tbk is increasing the introduction and promotion of the Ornamental Plants in Urban Garden PT Bumi Serpong Damai Tbk to consumers.
Keywords: Ornamental Plants, Urban Gardening, Marketing Mix, SWOT, QSPM