AGRIBUSINESS LIVESTOCK OF SHEEP : MARKETING STRATEGY IN CV. X, JEMBER DISTRICT Fernanda Dwi Harnita(a), Nanang Dwi Wahyono(b), Sri Sundari(b), Niswatin Hasanah(c*)
a) Postgraduate Student, State Polytechnic of Jember
b) Lecturer of Postgraduate Agribusiness, State Polytechnic of Jember
c)Lecturer of Animal Prodution Departemen, State Polytechnic of Jember
*niswatin_hasanah[at]polije.ac.id
Abstract
This study aims to formulate the right marketing strategy in developing sheep agribusiness at CV X in Jember Regency. This research was conducted by purposive sampling using a qualitative descriptive approach. Data were collected through interviews, open and closed questionnaires to owners, employees, and academic experts. The analysis technique method used consists of three stages, namely the input stage with the IFE and EFE Matrices to identify the strengths, weaknesses, opportunities and threats of the matching stage using the IE and SWOT Matrices to formulate alternative strategies- and the decision stage with the QSPM Matrix to determine the most appropriate priority strategy to be implemented. The results showed that in the IE matrix CV. X is in the position of cell I ^grow and build^ (grow and build), so the recommended SWOT alternative strategies are 7 defined strategies. The main strategies on the QSPM are 1) Find partners or investors to get a fixed location, because government regulations support business with a TAS score of 7.43, 2) Improve the quality of superior sheep products and varied prices to meet customer needs with technological innovation with a TAS score of 7.23, 3) Form a promotion team to develop unique promotions with local influencers to expand the market with a TAS score of 7.01
