STRATEGI PENGEMBANGAN PEMASARAN PUPUK NON SUBSIDI PT. PUPUK INDONESIA NIAGA CABANG MAKASSAR

ABSTRACT

Andi Nurul Sarah Bulqis. MARKETING STRATEGY OF NON SUBSIDED FERTILIZER PT. PUPUK INDONESIA NIAGA MAKASSAR BRANCH
(Supervised By Dian A.S Parawansa & Wahda)

This study aims to 1) To identify the external and internal environment that influences the marketing of Non Subsidized Fertilizer PT. Pupuk Indonesia Niaga. 2) Analyze and formulate management strategies and marketing development of non-subsidized fertilizer PT. Pupuk Indonesia Niaga. The research method used is qualitative and quantitative methods. The results showed that the results of the SWOT matrix analysis obtained four alternative strategies, namely: 1) Using unique branding and marketing strategies to differentiate fertilizer products from competitors and increase customer attractiveness, 2) Creating a Common Market Development Program. 3) Improve employee training and development to strengthen internal capabilities in dealing with market changes and improve technical expertise. 4) Expanding the international market by developing innovative environmentally friendly organic fertilizers and linking them with awareness of sustainability. Based on the QSPM matrix, alternative strategies Using unique branding and marketing strategies to differentiate fertilizer products from competitors and increase customer attractiveness produce a total attractiveness value of 5,654, which means that this strategy is an important alternative strategy for PT. Pupuk Indonesia Niaga today. This alternative strategy is considered important because it is able to attract customers and increase sales.

Keywords: Development strategy, SWOT, and QSPM.