STRATEGI PENGEMBANGAN USAHA LAUT DALAM MEMBANGUN KEUNGGULAN BERSAING (Studi Kasus pada PT. Anugrah Sinar Laut Abadi Kota Jambi)

ABSTRACT

Agus Syafarudin, 2021. Marine Products Business Development Strategy in Building Competitive Advantage (Case Study at PT. Anugerah Sinar Laut Abadi Jambi City) supervised by Indrianty Sudirman and Abd. Razak Munir.

The purpose of this study was to determine the strategy for developing a seafood business at PT Anugrah Sinar Laut Abadi in Jambi City in building a competitive advantage using SWOT analysis. To achieve this goal, data collection techniques were used through observation, interviews, questionnaires and documentation, with data analysis techniques using SWOT analysis. The results of the study found that the IFAS and EFAS analysis in the swot matrix showed that the biggest role was having skilled human resources and followed by having a large capital aspect that was used to finance the company's operational activities, while the biggest weakness score was the limited acquisition of raw materials from farmers. as a result of the weather/climate and the delay in shipping seaweed to the customer's location as a result of the transportation fleet which is considered insufficient. Then in the EFAS analysis, the biggest role in the company's opportunities is the increasing need for seaweed and the high purchasing power of the people. Meanwhile, the biggest role is the erratic price changes as a result of relatively changing raw materials and increasing government regulations. From the results of the SWOT matrix analysis, it appears that the strengths and opportunities possessed by the company can still overcome the weaknesses and threats faced today. The results of the analysis of business development strategy planning to build competitive advantage at PT. Anugrah Sinar Laut Abadi in Jambi City in a SWOT analysis, the company is in a favorable situation. Where PT Anugrah Sinar Laut in Jambi City has opportunities and strengths, so they can take advantage of existing opportunities. The strategy that must be applied in this condition is to support an aggressive growth policy. Formulation of business development strategy to build competitive advantage at PT. Sinar Laut Abadi Award in Jambi City, the strategy used is aggressive/growth, where in choosing a strategy, the strategy that is suitable for use by the company is a market penetration strategy. Is a growth strategy where the company concentrates on expanding market share by intensifying promotions more broadly, selling more to existing customers, attracting new customers for existing products and services.

Keywords: strengths, weaknesses, opportunities and threats