STRATEGI PENGEMBANGAN PT SAYURAN SIAP SAJI DI DESA SUKAMANAH KECAMATAN MEGAMENDUNG KABUPATEN BOGOR
Abstract: The purpose of this
research are to analyze the internal and external environment, the customers
attitude, and the development strategy of agribusiness in PT Sayuran Siap
Saji. This research uses a case study
method in PT Sayuran Siap Saji.
Respondents of this research are employee and customers of PT Sayuran
Siap Saji, and Department of Agriculture and Forestry Bogor District and
Department of Cooperative, UKM, Industry, and Trade Bogor District. Data analysis method that used in this
research are descriptive qualitative analysis (SWOT) and descriptive
quantitative (analysis of customer attitudes).
The result of this research shows that: (1) the main strength of PT
Sayuran Siap Saji is a good product quality, while the main weakness is the
lack of promotion. The main opportunity of PT Sayuran Siap Saji is increasing
number of restaurants that require fresh cut vegetable products, while the main
threat is the customers switch to another company, (2) the biggest of customers
attitude value to the attributes PT Sayuran Siap Saji is an on time delivery
attribute, (3) the main priority strategy of PT Sayuran Siap Saji is manage a
better management functions to affect the performance of the company,
technology development, and customers loyalty. In addition, maintaining product
quality in order to remain certified HACCP by using good raw materials,
appropriate technology, the specialization of labor, and do a promotion
activities.
Penulis: Tiara Kartika Sari, Wuryaningsih
Dwi Sayekti, Achdiansyah Soelaiman
Kode Jurnal: jppertaniandd170614
