Judul: Marketing Strategy Analysis of UPI Mina Bahari 45 as a Canning Factory Sharing
Abstrak: Unit Pengolahan Ikan (UPI) Mina Bahari 45 merupakan factory sharing pengalengan multiproduk yang berorientasi ekspor untuk produk olahan ikan. Untuk dapat menembus ke pasar ekspor, UPI Mina Bahari 45 perlu memiliki strategi yang tepat untuk menarik konsumen agar memilih produknya. Tujuan penelitian ini adalah merancang alternatif strategi pemasaran UPI Mina Bahari 45. Metode analisis data yang digunakan adalah analisis matriks Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), matriks Internal Factor (IE), matriks Strengths, Weaknesses, Opportunities, Threats (SWOT), dan Quantitative Strategic Planning Matrix (QSPM). Hasil dari analisis lingkungan internal yaitu kekuatan dan kelemahan yang dimiliki UPI Mina Bahari 45, serta analisis lingkungan eksternal yaitu peluang dan ancaman yang dihadapi UPI Mina Bahari 45. Total skor matriks IFE 2,882, menunjukkan bahwa kekuatan UPI Mina Bahari 45 dapat mengatasi kelemahan dengan baik. Total skor matriks EFE 3,459, menunjukkan bahwa UPI Mina Bahari 45 sangat baik dalam merespon peluang dan meminimalisasi ancaman. Kedua matriks dipadukan dalam matriks IE yang menunjukkan posisi UPI Mina Bahari 45 berada pada sel II dengan strategi yang digunakan adalah strategi tumbuh dan membangun. Matriks SWOT merumuskan tujuh alternatif strategi. Hasil dari QSPM menunjukkan urutan prioritas strategi yang dapat diimplementasikan diantaranya merancang dan menerapkan standar proses produksi, merancang dan menerapkan sistem HACCP, meningkatkan promosi produk dan jasa., Mina Bahari 45 Fish Processing Unit (UPI) is an export-oriented multi-product canning factory sharing for processed fish products. To be able to penetrate into the export market, UPI Mina Bahari 45 needs to have the right strategy to attract consumers to choose their products. The purpose of this study was to design an alternative marketing strategy for UPI Mina Bahari 45. The data analysis method used was the Internal Factor Evaluation (IFE) matrix analysis, External Factor Evaluation (EFE), Internal Factor (IE) matrix, Strengths, Weaknesses, Opportunities, Threats matrix (SWOT), and Quantitative Strategic Planning Matrix (QSPM). The results of the internal environmental analysis are the strengths and weaknesses of UPI Mina Bahari 45, as well as the analysis of the external environment, namely the opportunities and threats faced by UPI Mina Bahari 45. The total IFE matrix score is 2.882, indicating that the strengths of UPI Mina Bahari 45 can overcome weaknesses well. The total score of the EFE matrix is 3,459, indicating that UPI Mina Bahari 45 is very good at responding to opportunities and minimizing threats. The two matrices are combined in the IE matrix which shows the position of UPI Mina Bahari 45 is in cell II with the strategy used is a growth and development strategy. The SWOT matrix formulates seven alternative strategies. The results of the QSPM show the order of priority strategies that can be implemented including designing and implementing production process standards, designing and implementing the HACCP system, improving product and service promotion.
Keyword: Factory sharing, Marketing strategy, SWOT