AGRICULTURE MARKETING STRATEGY POST-PANDEMIC CASE STUDY: PT. RPD

• Main Author: Wahyu Senoaji, Doni
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66843
• Institution: Institut Teknologi Bandung

PT. RPD is a company that was initially engaged in improving the quality of agricultural products by providing "Agricultural management" services. Currently, it is developing and innovating its business as a business-to-business food raw material for hotels, restaurants, and catering. They also have a network to supply agricultural products to several main markets. The Covid-19 pandemic has changed the face of commodity marketing in today's world. Hotels, restaurants, catering, and wholesale market activities are restricted during the pandemic. During this condition, PT. RPD is also greatly affected. PT.RPD cannot distribute its agricultural products properly. PT.RPD now has to adopt these new conditions compared to normal marketing conditions. This study will discuss the impact of the Covid-19 pandemic on PT. RPD and help them to solve their problems by analyzing the internal and external environment. The internal analysis will identify their strengths and weaknesses. From the external examination, this research will determine the opportunities and threats of PT. RPD. Their Strengths, Weaknesses, Opportunities, and Threats are analyzed through SWOT analysis. Using SWOT analysis and developing a TOWS matrix, we will propose strategies to respond and recover their business. After analyzing the problems of PT. RPD, the researcher, proposes strategies to reduce the impact of the pandemic on marketing and prepare to grow even more in times of the new normal. Within their limited capacity, start-up agricultural companies temporarily halted the start-up process, and joining existing e-commerce made it easy for the company achieves individual consumers to face the pandemic.