ORGANIC RICE BUSINESS DEVELOPMENT STRATEGY THROUGH MARKETING NETWORK EXPANSION (A CASE STUDY OF PT AGRIWIRA MANDIRI SEJAHTERA)

Abstract

Determining priority strategies is a crucial step in
developing an organic rice business, enabling the company
to increase competitiveness and strengthen its marketing
network. This study aims to determine priority strategies for
developing an organic rice business by strengthening its
marketing network at PT Agriwira Mandiri Sejahtera using
the Quantitative Strategic Planning Matrix (QSPM). The
study employed a case study with a quantitative descriptive
approach. Data were obtained through observation,
interviews, documentation, and questionnaires distributed
to key informants, namely the Owner and Marketing of PT
Agriwira Mandiri Sejahtera. The QSPM analysis was
conducted based on alternative strategies formulated
through a SWOT analysis. The results showed that the
priority strategy with the highest Total Attractiveness Score
(TAS) was optimizing digital marketing and social media to
increase brand awareness and reach a wider market. This
strategy was deemed the most effective because it
expanded the marketing network, increased brand
recognition, and reached a wider consumer base through
the use of digital platforms. The implementation of this
strategy is expected to enhance the company's
competitiveness and support the sustainable development
of the organic rice business.