Analisis Strategi Pemasaran Guna Meningkatkan Penjualan Pupuk Non Subsidi Dengan Metode Quantitative Strategic Planning Matrix (QSPM)
Studi Kasus Kios Pupuk Dewi Sri
Kata Kunci:
Strategi pemasaran, Quantitative Strategic Planning Matrix, PupukAbstrak
This study aims to increase sales of non-subsidized fertilizers with the right marketing
strategy to be applied at the DEWi SRI Fertilizer Kiosk using the Quantitative Strategic Planning
Matrix method. This analysis is done by analyzing internal factors and external factors as a strategy
to choose the company. After that, the analysis was carried out using the EFE, IFE, IE, SWOT and
QSPM matrices. Based on this research, the results obtained using the IFE and EFE matrix matrices
are obtained with a total score of 1.68 IFE weights and 1.06 EFE which position the DEWI SRI
Fertilizer Kiosk which is in the results of quadrant 2 (Developing and Building). ), while the results
that are always obtained in the priority sector of QSPM, are strategies for establishing good
relationships so as not to break the relationship between kiosks and distributors, increasing the
DEWI SRI fertilizer kiosk facilities, especially warehouses so that fertilizers can be made available,
socialization to farmers in the affected area to introduce non-subsidized fertilizers so that farmers'
mindsets change towards non-subsidized fertilizers
.Keywords : Marketing, IE Matrix, SWOT Matrix, QSPM
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