PROPOSED STRATEGY FOR SPECIALTY AGRI INPUT INTEGRATION PT PUPUK SRIWIDJAJA PALEMBANG FOR RICE CROPS, IN WEST JAVA

• Main Author: Novandino Sharma / 29116389, Prima
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29986
• Institution: Institut Teknologi Bandung

There are some challenges that PT Pupuk Sriwidjaja Palembang (Pusri) faced in running the fertilizer business after almost six decades. Since the last six years (2011 <br /> <br /> <br /> <br /> – 2016), Pusri had face the declining of urea sales that will give a negative impact to the company performance. Furthermore, if it is analyzed by comparing production and <br /> <br /> <br /> <br /> <br /> sales in last six years, Pusri faced the issue that there are many tons of unsold urea that have been produced. In addition, the Pusri marketing will face a new challenge, which is the new products (agri input) that consist of seed, bio-fertilizer and micro-fertilizer have to be sold in commercial way to the market in 2018. The agri input are very important for the plant, so that they strongly give impact to the production of the crops. One preliminary concept for new product development that Pusri prepared is Specialty Agri Input Integration for rice crops. To analyze the issues and the opportunity to implement the Specialty Agri Input Integration, it has been conducted the external <br /> <br /> <br /> <br /> <br /> analyses, internal analysis, consumer analysis and collaborators and influencers analysis. In consumer analysis, we conduct an ethnography study in Subang regency <br /> <br /> <br /> <br /> <br /> and Bandung regency in West Java to analyze the culture of the farmers in using agri input (seeds, fertilizers and pesticides). The results of root cause analysis are the <br /> <br /> <br /> <br /> <br /> unsuitable regulations, the imported products that have provided good results for farmers, PT Pupuk Kujang that located in West Java will threat the Pusri market, PT Petrokimia Gresik has many types of products and complete fertilizer and also have distributed in West Java will also threat Pusri market, Pusri is too dependent on urea sales (less diversification), the STP of Pusri is still general and unclear, farmers have lack of knowledge, farmers have lack of product information, the culture of the farmers <br /> <br /> <br /> <br /> <br /> that mostly depend on their past experience (generation to generation) and it is embedded in their culture, farmers have low awareness in technology application, low trust of new products and technology and farmers have lack and limited of capital. The proposed strategies for Specialty Agri Input Integration for Pusri are determine the potential entry regencies and districts, cooperate and collaborate with the collaborators and influencers, plant transformation and plant optimation and proposed STP and <br /> <br /> <br /> <br /> <br /> marketing mix (4Ps).