Sadewa, Anandito Caesar and Candra Adi Intyas, S.Pi, MP (2023) Strategi Pengembangan Pemasaran Produk Perikanan Di CV Dus International Trading, Benoa, Denpasar, Bali. Sarjana thesis, Universitas Brawijaya.
Abstract
Kota Denpasar memiliki potensi perikanan tangkap yang sangat potensial. Keanekaragaman ikan yang sangat banyak dan melimpah ruah menjadi salah satu andalan dalam perdagangan lokal maupun internasional. CV Dus International Trading merupakan salah satu perusahaan di wilayah pelabuhan benoa yang mempunyai fungsi sebagai pengolahan produk perikanan. Namun karena persaingan bisnis di industri ini semakin ketat dan marak munculnya pesaing baru, maka aspek pemasaran merupakan salah satu kunci keberhasilan suatu perusahaan untuk dapat survive dan berkembang. Oleh karena itu penelitian ini bertujuan untuk mendeskripsikan model bisnis, menganalisis kondisi internal dan eksternal, menganalisis strategi pengembangan serta menganalisis prioritas strategi pada CV Dus International Trading. Jenis penelitian yang digunakan yaitu penelitian deskriptif. Terdapat 2 jenis data yang digunakan yaitu data primer dan data sekunder. Teknik pengambilan data pada penelitian ini yaitu menggunakan metode observasi, wawancara, dan dokumentasi. Teknik pengambilan sampel dilakukan menggunakan metode purposive sampling. Metode analisis data yang digunakan pada penelitian di CV Dus International Trading adalah menggunakan pendekatan Business Model Canvas (BMC), analisis VRIO (Valueable, Rare, Inimitability, Organize), analisis IFE (Internal Factor Evaluation), analisis PEST (Politik, Sosial, Ekonomi, Teknologi), analisis EFE (External Factor Evaluation), analisis SWOT (Strength, Weakness, Opportunities , Threats) dan analisis QSPM (Quantitative Strategic Planning Matrix) dalam menentukan prioritas altyernatif strategi yang direkomendasikan kepada CV Dus International Trading. Gambaran BMC (Bussiness Model Canvas) pada CV Dus International Trading memiliki 9 blok antara lain. Pada blok Key Partner, CV Dus International Trading bermitra dengan supplier bahan baku dan juga para distributor yang berperan untuk menjual produk. Pada blok Key Activities, terdapat aktivitas utama seperti proses produksi dan aktifitas pendukung seperti pensortiran, quality qontrol, dan sanitasi. Pada blok Key Resource terdapat sumberdaya fisik, sumber daya finansial, sumberdaya intelektual serta sumberdaya. Pada blok Value Proposition, terdapat 3 aspek yang sangat diperhatikan oleh perusahaan yaitu aspek quality, aspek performance dan aspek risk reduction. Pada blok Customer Relationship, CV Dus International Trading menggunakan type relasi personal assistance. Pada blok Channels, perusahaan fokus terhadap awareness, evaluation, parchase, delivery dan aftersales kepada konsumen. Pada blok Customer Segment, perusahaan memfokuskan pemasaran kepada pedagang besar seperti restauran, pabrik dan supermarket/minimarket. Pada blok Cost Structure, terdapat beberapa 3 jenis modal yaitu modal tetap senilai Rp 41.124.125.000, modal lancar senilai Rp 1.792.059.167, modal kerja senilai Rp 1.882.235.659 serta terdapat 2 jenis biaya yaitu biaya tetap senilai Rp 217.676.527 dan biaya variabel senilai Rp 1.664.559.167. dan terakhir pada blok Revenue Stream, penerimaan didapatkan dari 3 saluran yaitu hasil ekspor, resaturan serta supermarket/minimarket.Pada aspek Kondisi Internal dan Kondisi Eksternal CV Dus International Trading pada matriks IFE (Internal Factor Evaluation) menghasilkan total skor 3,371 yang menunjukan bahwa perusahaan mampu memanfaatkan kekuatan yang dimiliki serta mampu mengatasi kelemahan yang ada. Pada matriks EFE (External Factor Evaluation) menghasilkan total skor 3,021, yang berarti perusahaan mampu dalam memanfaatkan peluang yang dimiliki serta mampu mengatasi ancaman yang ada. Strategi pengembangan usaha yang didapatkan dari hasil analisis SWOT yaitu menggunakan strategi agresif yang terletak pada kuadran 1 dari matriks SWOT yang berarti strategi ini sangat tepat bagi perusahaan untuk mengoptimalkan peluang peluang eksternal yang ada dengan menggunakan kelebihan kelebihan yang dimiliki perusahaan. Prioritas strategi utama yang dianalisis menggunakan metode QSPM (Quantitative Strategic Planning Matrix) yaitu memperluas jaringan pemasaran dengan nilai TAS yang diperoleh sebesar 19,36. Untuk memiliki daya saing yang tinggi serta unggul dibandingkan perusahaan pesaing, CV Dus International Trading hendaknya melakukan kegiatan pemasaran terhadap produk yang diolah tidak hanya mencakup pasar lokal (wilayah bali) saja namun juga dapat didistribusikan ke pasar nasional juga (seluruh indonesia). Sehingga dampak yang ditimbulkan dari perluasan jaringan pemasaran ini akan meningkatkan permintaan pasar serta mempercepat pembangunan terhadap industri perikanan nasional.
English Abstract
The city of Denpasar has a very large capture fisheries potential. The abundant diversity of fish is one of the mainstays in local and international trade. CV Dus International Trading is one of the companies in the Benoa port area which has the function of processing fishery products. However, because business competition in this industry is getting tighter and new competitors are emerging, the marketing aspect is one of the keys to a company's success in surviving and developing. Therefore this study aims to describe the business model, analyze internal and external conditions, analyze development strategies and analyze strategic priorities at CV Dus International Trading The city of Denpasar has a very large capture fisheries potential. The abundant diversity of fish is one of the mainstays in local and international trade. CV Dus International Trading is one of the companies in the Benoa port area which has the function of processing fishery products. However, because business competition in this industry is getting tighter and new competitors are emerging, the marketing aspect is one of the keys to a company's success in surviving and developing. Therefore this study aims to describe the business model, analyze internal and external conditions, analyze development strategies and analyze strategic priorities at CV Dus International Trading The description of BMC (Business Model Canvas) on CV Dus International Trading has 9 blocks, among others. In the Key Partner block, CV Dus International Trading partners with raw material suppliers and also distributors whose role is to sell products. In the Key Activities block, there are main activities such as the production process and supporting activities such as sorting, quality control, and sanitation. In the Key Resource block there are physical resources, financial resources, intellectual resources and resources. In the Value Proposition block, there are 3 aspects that the company pays close attention to, namely the quality aspect, the performance aspect and the risk reduction aspect. In the Customer Relationship block, CV Dus International Trading uses a personal assistance relationship type. In the Channels block, the company focuses on awareness, evaluation, parchase, delivery and aftersales to consumers. In the Customer Segment block, the company focuses on marketing to wholesalers such as restaurants, factories and supermarkets/minimarkets. In the Cost Structure block, there are 3 types of capital, namely fixed capital of Rp 41,124,125,000, current capital of Rp 1,792,059,167, working capital of Rp 1,882,235,659 and there are 2 types of costs, namely fixed costs of Rp 217,676,527 and variable costs valued at Rp 1,664,559,167. and finally in the Revenue Stream block, revenue is obtained from 3 channels, namely export proceeds, restaurants and supermarkets/minimarkets.Aspects of Internal Conditions and External Conditions of CV Dus International Trading on the IFE (Internal Factor Evaluation) matrix produces a total score of 3.371 which shows that the company is able to take advantage of its strengths and is able to overcome existing weaknesses. The EFE (External Factor Evaluation) matrix produces a total score of 3.021, which means that the company is able to take advantage of the opportunities it has and is able to overcome existing threats. The business development strategy obtained from the results of the SWOT analysis is to use an aggressive strategy that is located in quadrant 1 of the SWOT matrix, which means that this strategy is very appropriate for companies to optimize existing external opportunities by using the company's advantages. The main strategic priorities were analyzed using the QSPM (Quantitative Strategic Planning Matrix) method, namely expanding the marketing network with a TAS value of 19.36. To have high competitiveness and superiority compared to competing companies, CV Dus International Trading should carry out marketing activities for processed products not only covering the local market (Bali area) but also can be distributed to the national market as well (all over Indonesia). So that the impact arising from the expansion of this marketing network will increase market demand and accelerate the development of the national fishing industry.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523080299 |
| Subjects: | 300 Social sciences > 338 Production > 338.3 Other extractive industries > 338.37 Products > 338.372 Products of fishing, whaling, hunting, trapping > 338.372 7 Products of fishing, whaling, hunting, trapping (Fishing) |
| Divisions: | Fakultas Perikanan dan Ilmu Kelautan > Agrobisnis Perikanan |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 28 Nov 2023 06:46 |
| Last Modified: | 28 Nov 2023 06:46 |
| URI: | http://repository.ub.ac.id/id/eprint/204631 |
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