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Marketing Strategy Analysis with SWOT and QSPM Methods at PT Wedhatama Sukses Makmur, Singaraja, Bali

Authors

  • Helen Wahyuni Sitorus Program Studi Teknik Pertanian, Fakultas Teknologi Pertanian Universitas Udayana, Badung, Bali, Indonesia
  • I Gusti Ngurah Apriadi Aviantara Program Studi Teknik Pertanian, Fakultas Teknologi Pertanian Universitas Udayana, Badung, Bali, Indonesia
  • Ida Ayu Rina Pratiwi Pudja Program Studi Teknik Pertanian, Fakultas Teknologi Pertanian Universitas Udayana, Badung, Bali, Indonesia

DOI:

https://doi.org/10.24843/JBETA.2023.v11.i02.p05

Keywords:

marketing strategy, PT Wedhatama Sukses Makmur, QSPM, SWOT

Abstract

PT Wedhatama Sukses Makmur is an organic fertilizer company based on animal manure (guano).
This company has not used the SWOT and QSPM methods in its marketing strategy. It can be seen in
bookkeeping problems and ineffective marketing performance, resulting in sales targets not being
achieved. This study aims to determine alternative strategies formulated through the factors that are
the determinants in marketing the products produced by the company using the SWOT and QSPM
methods. The results showed that PT Wedhatama Sukses Makmur had 14 internal factors (nine
strength factors and five weakness factors) and 11 external factors (seven opportunity factors and four
threat factors). The total IFE matrix is 3,06, the EFE matrix is 3,51, and the IE matrix is the company's
position in quadrant I (Growth and Build). The results of the SWOT analysis show that there are eight
alternative strategies. The priority strategy from the QSPM analysis is to improve the management
system, improve the company's technical capabilities, and increase the number of human resources
(especially in the marketing field) to achieve sales targets with a total TAS score of 7,78.

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Published

2023-09-30

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How to Cite

Sitorus, H. W., Aviantara, I. G. N. A., & Pudja, I. A. R. P. (2023). Marketing Strategy Analysis with SWOT and QSPM Methods at PT Wedhatama Sukses Makmur, Singaraja, Bali. Jurnal BETA (Biosistem Dan Teknik Pertanian), 11(2), 279–286. https://doi.org/10.24843/JBETA.2023.v11.i02.p05

Issue

Vol. 11 No. 2 (2023): September

Section

Articles

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