期刊名称：MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah
印刷版ISSN：2085-8418
出版年度：2010
卷号：2
期号：1
语种：English
出版社：Institut Pertanian Bogor
摘要：Chestnut is a very popular snack and it is also rarely found in market, except during the holidays. Not only delicious, chestnut is also highly nutritious. Until mid 2002s DKI Jakarta had a population of 7.46 million with personal income of IDR 30.2 million per year, which was in fact a big potential market. Maraja Mandiri Business Unit as one of home industries tried to develop this opportunity. With simple production techniques and a unique recipe this company produced chestnut with delicious taste and specific aroma. The study aimed to (1) identify internal and external factors which influence product marketing on UD Maraja Mandiri, (2) to determine alternative marketing strategy for UD Maraja Mandiri. Analysis tools that used in this study are external and internal factor analysis through External Factor Evaluation Matrix (IFE) and Internal Factor Evaluation Matrix (EFE), Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, and Internal External matrix (IE). The analysis using IFE matrix found that UD Maraja Mandiri has strength on (1) manager capability to run the company, (2) the correct selection of market segment, (3) good relation with distributor, (4) good relation with supplier, and (5) strategic company location. On the contrary, the weaknesses are (1) not minimum production cost, (2) simple administration data, (3) lack of promotion, (4) limited production capacity, and (5) lack of channel distribution on potential market. From EFE matrix it was found that the opportunities of UD Maraja Mandiri are (1) existing fixed distributor, (2) still widely open distribution channel, (3) sufficient raw material, (4) increasing domestic consumption to around 2.01 % per year, and (5) well-known product, while the threat that UD Maraja Mandiri has are (a) limited capability to adopt technology (b) product substitution (c) unstable economic condition (d) product innovation by competitor, and (e) increasing production cost, due to the increase of electricity and gasoline costs. SWOT analysis has 4 alternative strategies (S-O strategy, W-O, S-T and W-T) that can be used by UD Maraja Mandiri. The chosen alternative strategies should be adjusted with company position on IE matrix. The results of internal and external factor using IFE and EFE matrix showed that IFE point was 2.508 and EFE point was 2.698, while the external and internal factor was in the middle condition. By the IE matrix the company is in quadrant V, the maintained area. The suggested strategies are market penetration and product development. That means that the company should stay in strategies they have been using while also do product diversifications. To increase market share UD Maraja Mandiri should maintain good relation with supplier, and continually add new suppliers. To increase capital turnover which will eventually increase benefit, the competitor should try to sell in cash, or short term credit, such as 1 week. UD Maraja Mandiri should develop product as market need and opportunity, through better quality on production process and develop more flavors such as honey or hot. Nowadays UD Maraja Mandiri is planning to produce chestnut cracker. To increase market penetration and product development, UD Maraja Mandiri should try to add capital from investor or funding institution by endorsing a credit proposal which contains a good financial administration.
