Prabowo, Ginanjar Suryo (2019) Stakeholder Mapping Dalam Pemasaran Ritel Pupuk Hayati Mycogrow Di Pt Agrofarm Nusa Raya Kabupaten Ponorogo. Sarjana thesis, Universitas Brawijaya.
Abstract
PT. Agrofarm Nusa Raya merupakan perusahaan produsen pupuk di Kabupaten Ponorogo yang memproduksi pupuk hayati dengan merek MycoGrow untuk memenuhi permintaan pasar domestik maupun ekspor. Kini PT. Agrofarm Nusa Raya sedang mengembangkan pemasaran produknya untuk penjualan skala kecil atau ritel dengan beberapa variasi produk. Keberhasilan PT. Agrofarm Nusa Raya memasarkan pupuk hayati MycoGrow dalam skala ritel tidak terlepas dari kerja sama antara perusahaan dengan para stakeholder yang terlibat. Penelitian ini bertujuan mengidentifikasi siapa saja stakeholder yang terlibat, mengidentifikasi peran masing-masing stakeholder, dan memetakan stakeholder yang terlibat dalam pemasaran ritel pupuk hayati MycoGrow di PT. Agrofarm Nusa Raya. Penelitian ini menggunakan pendekatan kualitatif. Teknik pengumpulan data menggunakan wawancara mendalam, observasi, dan dokumentasi. Metode analisis yang digunakan dalam penelitian ini adalah model interaktif Miles dan Huberman, serta triangulasi sumber sebagai validitas data. Terdapat 11 stakeholder yang teridentifikasi dan terlibat dalam pemasaran ritel pupuk hayati MycoGrow di PT. Agrofarm Nusa Raya. Sebelas stakeholder tersebut kemudian dikelompokkan dalam dua kategori utama yaitu stakeholder internal dan stakeholder eksternal. Pihak – pihak yang termasuk dalam stakeholder internal adalah jajaran direksi, jajaran manajemen, manajer pemasaran, asisten manajer pemasaran, dan salesman. Sementara pihak – pihak yang termasuk dalam stakeholder eksternal adalah distributor, customer/ petani, tokoh masyarakat, mitra kerja, pemerintah, dan kompetitor. Mayoritas stakeholder internal berperan secara langsung dalam mendukung pelaksanaan pemasaran ritel pupuk hayati MycoGrow di PT. Agrofarm Nusa Raya. Sedangkan mayoritas stakeholder eksternal berperan secara tidak langsung sebagai pelaku pemasaran ritel pupuk hayati MycoGrow di PT. Agrofarm Nusa Raya. Pemetaan stakeholder dalam penelitian ini dilakukan melalui tiga tahap analisis diantaranya adalah analisis ketergantungan stakeholder dengan perusahaan, analisis pengaruh dan kepentingan stakeholder terhadap perusahaan, serta analisis strategic management terhadap stakeholder yang terlibat dalam pemasaran ritel pupuk hayati MycoGrow di PT. Agrofarm Nusa Raya. Berdasarkan hasil penelitian yang dilakukan, dapat dikemukakan beberapa saran yaitu: (1) PT. Agrofarm Nusa Raya dapat lebih memperhatikan dan mengelola hubungan dengan para stakeholder yang terkait dalam pemasaran ritel pupuk hayati MycoGrow, serta manajemen perusahaan bisa membuat divisi atau program baru yang fokus dalam pengelolaan stakeholder. (2) Pemerintah diharapkan dapat membuat panduan bagi perusahaan – perusahaan di Indonesia untuk menerapkan stakeholder mapping sesuai jenis usaha bisnis masing – masing. (3) Peneliti selanjutnya disarankan dapat melakukan penelitian mengenai pengaruh implementasi stakeholder mapping dalam operasi bisnis perusahaan PT. Agrofarm Nusa Raya.
English Abstract
Agrofarm Nusa Raya is the fertilizer producer company in Ponorogo Regency that produces biological fertilizers with the brand of MycoGrow to fulfill domestic and export market demands. Agrofarm Nusa Raya is developing marketing of its products for small-scale or retail sales with several product variations. The success of PT. Agrofarm Nusa Raya markets MycoGrow biofertilizers on a retail scale is inseparable from the collaboration between the company and the involved stakeholders. This study aims to identify who are the stakeholders involved, identify the roles of each stakeholder, and map the involved stakeholders in the retail marketing of MycoGrow biological fertilizer at Agrofarm Nusa Raya. This research uses a qualitative approach. Data collection techniques using in-depth interviews, observation, and documentation. The analytical method used in this study is the interactive model of Miles and Huberman, and source triangulation as data validity. There are 11 stakeholders identified and involved in the retail marketing of MycoGrow biological fertilizer at Agrofarm Nusa Raya. The eleven stakeholders are then grouped into two main categories namely internal stakeholders and external stakeholders. Parties included in internal stakeholders are the board of directors, managements, marketing manager, marketing manager assistant, and salesman. While the parties included in external stakeholders are distributor, customer/farmer, public figure, business partner, government, and competitor. The majority of internal stakeholders play a direct role in supporting the implementation of retail marketing of MycoGrow biological fertilizer at Agrofarm Nusa Raya. While the majority of external stakeholders play an indirect role as subject in the retail marketing of MycoGrow biological fertilizer at Agrofarm Nusa Raya. Stakeholder mapping in this research was carried out through three stages of analysis including the analysis of dependency between stakeholders with the company, analysis of the power and interest of stakeholders on the company, and strategic management analysis of involved stakeholders in retail marketing of MycoGrow biofertilizer at Agrofarm Nusa Raya. Based on the results of research conducted, several suggestions can be put forward, namely: (1) Agrofarm Nusa Raya can more pay attention and manage relationships with stakeholders involved in the retail marketing of MycoGrow biological fertilizers, and company management can create new divisions or programs that focus on stakeholder management. (2) The government is expected to be able to make guidelines for companies in Indonesia to implement stakeholder mapping according to the type of business each business. (3) Further researchers are advised to conduct research on the effect of implementing stakeholder mapping in the company's business operations of Agrofarm Nusa Raya.
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/743/051907627 |
| Subjects: | 600 Technology (Applied sciences) > 631 Specific techniques; apparatus, equipment materials > 631.8 Fertilizers, soil conditioners, growth regulators > 631.86 Organic fertilizers |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Aug 2020 07:18 |
| Last Modified: | 24 Aug 2020 07:18 |
| URI: | http://repository.ub.ac.id/id/eprint/173588 |
Actions (login required)
 |
View Item |