PEMASARAN MINYAK KELAPA SAWIT (CRUDE PALM OIL) MELALUI STRATEGI ANALYSIS SWOT PADA PT.GAWI MAKMUR KALIMANTAN BANJARMASIN

Dahniar Dahniar, Doni Stiadi

Abstract


This study aims to analyze the marketing of palm oil CPO through SWOT analysis strategy of internal and external factors at PT. Gawi Makmur Kalimantan Banjarmasin. Formulation of appropriate CPO marketing strategy to be implemented. Priority strategy will be applied to CPO marketing. Method and data analysis used in this research is divided into three stages, namely: Stage input (input stage) consisting of IFE Matrix (Internal Factor Evaluation) and EFE Matrix (External Factor Evaluation). A matching stage that combines internal and external factors of a company, comprising the SWOT Matrix and IE Matrix (Internal, External). Stages of strategy priority determination using QSPM (Quantitative Strategic Planning Matrix) method. Sample only use one big company that is company which have owned Plantation Business License (IUP) since 2014, sample determination done by purposive. The results of this study in the form of information in the form of modules that will be used to obtain business activities of buying and selling CPO palm oil PT. Gawi Makmur Kalimantan Banjarmasin.

 

Keywords: Marketing, palm oil, cpo, strategy, swot analysis.


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