ORGANIC FERTILIZER PRODUCT MARKETINGSTRATEGY AT CV PENDAWA KENCANAMULTI FARM

Abstract

Organic fertilizer industry is experiencing rapid growth due to the increasing awareness of sustainable agriculture. This condition requires companies to formulate appropriate marketing strategies to remain competitive. This study aims to analyze the marketing strategy of CV. Pendawa Kencana Multi Farm and determine the priority strategy for improving its marketing performance. The research employed a descriptive qualitative approach supported by qualitative data. Primary data were collected through interviews, observations, questionnaires, and documentation involving company management and key stakeholders. The analytical methods consisted of the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, Internal-External (IE) Matrix, SWOT Matrix, and Quantitative Strategic Planning Matrix (QSPM). The results indicated that the company obtained an IFE score of 3.42, reflecting a strong internal condition, while the EFE score reached 3.51, indicating a high capability to respond to external opportunities and threats. The IE Matrix positioned the company in Cell I (Grow and Build), suggesting that growth-oriented strategies are appropriate. SWOT analysis generated several alternative marketing strategies, and the QSPM analysis identified the priority strategy as conducting education and practical demonstrations on the application of organic fertilizers to farmers, with the highest Total Attractiveness Score (TAS) of 6.28. This strategy is considered the most effective because it enhances farmers' understanding of product benefits, strengthens customer trust, expands market reach, and improves the company's competitiveness in the organic fertilizer industry.