MARKETING PROGRAM TO INCREASE THE SALES OF FISH AND SHRIMP FEED (CASE STUDY: PT. SURI TANI PEMUKA, INDONESIA)

• Main Author: Angeline Wijanarko, Gabriella
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45668
• Institution: Institut Teknologi Bandung

The main objective of this study is to analyze the business and marketing strategy of PT. Suri Tani Pemuka to increasing and stabilizing the sales of fish and shrimp feed. To understand the company’s situation, we need to do an internal and external analysis of the company. External analysis was performed using PESTLE Analysis and Porter Five Forces. Meanwhile, internal analysis is carried out using the marketing mix method. The results of the analysis using the SWOT Analysis method to formulate business strategies and business model development according to the Business Model Canvas. The results of this analysis indicate that there are several marketing strategies that can be used by PT. Suri Tani Pemuka, it is better to improve the quality of production, optimize the untapped agricultural land (farm land), utilize technology and information to reduce fleas and disease, maintain product stability and Build a good relationship with customers. PT. Suri Tani Pemuka is a subsidiary of Japfa Group which is engaged in basic and chemical industries with animal feed sub-sector. The company is engaged in shrimp farming, shrimp hatchery, shrimp freezing, shrimp feed and fish feed. Competition in the fish and shrimp feed industry is easy. Therefore, companies need a strategy to grow.