Open AccessANALISIS STRATEGI PEMASARAN PRODUK RUMAH HERBAL BIDARA KOTA PALOPO
Author(s) -
Nasruddin Nasruddin
Publication year - 2020
Publication title -
jemma (journal of economic, management and accounting)
Language(s) - English
Resource type - Journals
eISSN - 2615-5850
pISSN - 2615-1871
DOI - 10.35914/jemma.v3i2.439
Subject(s) - swot analysis , business , business administration , product (mathematics) , agricultural science , humanities , marketing , art , mathematics , biology , geometry
AbstrakBisnis produk herbal sudah banyak tersebar di seluruh Indonesia tidak terkecuali di Kota Palopo. Ketatnya persaingan bisnis memungkinkan setiap pelaku usaha harus senantiasa mencermati perkembangan dan persaingan usaha. Hal mendasar yang perlu diperhatikan adalah meningkatkan kualitas produk disamping memaksimalkan pelayanan sehingga pelanggan lama bisa tetap dipertahankan dan calon pelanggan baru bisa direbut untuk meningkatkan pendapatan operasional. Berkaitan dengan hal tersebut, fokus penelitian ini yaitu melakukan penelitian pada Usaha Rumah Herbal Daun Bidara Kota Palopo dengan menggunakan alat analisis SWOT (Strength; Weaknesses; Opportunity; Threats) untuk mengetahui posisi perusahaan pada saat dilakukan penelitian pada Mei – Juli 2020. Sebagai hasil perhitungan pada tabel IFAS (Internal Factors Analysis Summary) menunjukkan score 3.00 sedangkan hasil perhitungan pada tabel EFAS (External Factors Analysis Summary) menunjukkan score 2,46. Dari kedua tabel tersebut, maka posisi perusahaan terletak pada Sel IV yang berarti menitik beratkan pada strategi penetrasi pasar, pengembangan pasar dan pengembangan produk. Sebagai kesimpulannya, bahwa Usaha Rumah Herbal Daun Bidara telah menerapkan strategi manajemen secara tepat, sehingga disarankan tetap mempertahankan posisi tersebut dan diusahakan dapat meningkatkan strategic management sehingga tetap mampu beroperasi sebagai perusahaan kompetitif dibidangnya.Kata Kunci: SWOT, Strength, Weakness, Opportunity, Threats.AbstractThe herbal product business has spread throughout Indonesia, including in Palopo City. The high level of business competition enables every business actor to keep a close watch on developments and business competition. Including what needs to be considered is improving product quality in addition to maximizing service so that old customers can be maintained and prospective new customers can be seized to increase operating income. The focus of this research is to conduct research on the Bidara Leaf Herbal Home Business in Palopo City using a SWOT (Strength; Weaknesses; Opportunity; Threats) analysis tool to determine the position of the company at the time of the study in May - July 2020. As a result of calculations on the IFAS table (Internal Factors Analysis Summary) shows a score of 3.00 while the calculation results in the EFAS (External Factors Analysis Summary) table shows a score of 2.46. From the two tables, the company's position is in Cell IV, which means that it focuses on market penetration strategies, market development and product development. In conclusion, that the Bidara Leaf Herbal Home Business has implemented a management strategy appropriately, so it is advisable to maintain this position and strive to improve strategic management so that it remains able to operate as a competitive company in its field.Key Word : SWOT, Strength, Weakness, Opportunity, Threats.