Strategi Pemasaran Pupuk Organik Cair Pada PT. Kaya Alam Industri Di Kabupaten Banyuwangi

Abstract

East Java Province is the province with the largest organic fertilizer uptake with 50.58% of the total national organic fertilizer allocation in 2020. The high demand for fertilizers is also followed by the development of the fertilizer business, resulting in increasingly fierce business competition. PT Kaya Alam Industri is a liquid organic fertilizer agro-industry located in Banyuwangi with problems in marketing. The purpose of this study was to determine how the marketing mix and how marketing strategies can be applied at PT Kaya Alam Industri. This research uses descriptive analytical research methods. Respondents in this study were owners, leaders and partners of PT Kaya Alam Industri. The marketing mix was analyzed using the 4P marketing mix, while the marketing strategy was analyzed with SWOT. The results of the marketing mix analysis show products in the form of liquid organic fertilizer with 250 ml and 100 ml HDPE packaging. Product prices are Rp. 100,00 and Rp. 250,000. The location is in a strategic area, the marketing channels used: producer-consumer, producer-partner, producer-commerce. Online promotion using social media and offline through demonstration plots and banners, flayers and t-shirts. Based on the SWOT analysis, PT Kaya Alam Industri is in the 1st quarter which shows a strong position of opportunity with the strategy applied is aggressive growth. The marketing position is in the White Area with an S-O strategy through improving product quality, prioritizing product excellence, providing discounts, improving service and sales, market penetration, and intensifying the use of promotional media