RECOMMENDATION ON INCREASE MARKET SHARE STRATEGY SUBURIN FERTILIZER IN BREBES

• Main Author: IBNU HANAFI (NIM : 29108011); Pembimbing :Dr. Reza Ashari Nasution, FAROUK
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15643
• Institution: Institut Teknologi Bandung

Indonesia is a predominantly agrarian country livelihood as farmers. The farmers cultivate their plantations or farms using fertilizer. In the year 2004 to the present <br /> <br /> <br /> government began a fertilizer with a subsidy (before the year 2004 the farmers use fertilizer imports). Subsidized fertilizer with low prices given by the government for food crops. Kind of compound fertilizer (NPK) and a single. Single fertilizer is organic fertilizer. As many as 60% of farmers in Brebes using subsidized fertilizer, manure and fertilizer single private. While the remaining 40% still use fertilizer imports whose price is much higher than private subsidized fertilizer and manure. <br /> <br /> <br /> In this study, the basic ideas that formed referring to the market penetration of fertilizer products. Market penetration is often seen as an easy method of growth or low risk. Viljoen and Dann (2003) notes that the value of market penetration requires a minimal deviation from the company's current sales activity. Market penetration <br /> <br /> <br /> strategies can be used to build core competencies in the market to 'do what you do best organization' and enhance brand reputation in a lucrative market segment. <br /> <br /> <br /> At the end of the project is focused on making sales to existing customers and increase market share for granule fertilize produk. Groups or segments that are potentially more medium and large farmer groups. So this strategy is designed to enter the group. <br /> <br /> <br /> Preferred tactics are nonconfrontational and guerrilla. Index of competitiveness of the company are used as materials selection considerations such tactics. Speed is important in a management. Reduce market penetration cycle time is something that is equally important. <br /> <br /> <br /> Implementation of market penetration strategy begins from implement related activities with farmers and PT. Saribumi Dewata Lestari. The period of implementation <br /> <br /> <br /> will be conducted during the planting and every time. During this period, the activities are carried also improvements based on data obtained.