STRATEGI PEMASARAN SUSU KAMBING DI ADILLA GOAT FARM DESA JERUKSAWIT KECAMATAN GONDANGREJO KABUPATEN KARANGANYAR
2018
Haidar Ischak | Suprapti Supardi | Minar Ferichani
Abstract: This research aims to identify the internal and external factors in themarketing of Adilla Goat Farm’s milk, formulate alternative marketing strategies, andpriority strategies that can be applied in the marketing of Adilla Goat Farm’s milk.The basic method used in this research is descriptive analytic. Data analysis methodsusing matrix Internal External (IE), matrix Strength, Weakness, Opportunity, andThreat (SWOT), and Quantitative Strategic Planning Matrix (QSP). The resultsshowed that the alternative strategies can be used by Adilla Goat Farm in themarketing of goat milk is a strategy to make agrotourism farm dairy goats for childrento be more familiar with the benefits of goat's milk early, utilizing the waste from thegoats to be processed/sold, worked together with other goat breeders in the group toexpand the market, make financial governance training and marketing management,making another product innovation from the goat milk, provide training for workers tobe able to market the products of goat's milk, and the expansion of product marketingthrough promotions and advertising intensively to make it more widely known.Priorities strategy that can be used by Adilla Goat Farm is the expansion of productmarketing through promotions and advertising intensively to make it more widelyknown. Abstrak: Penelitian ini bertujuan untuk mengidentifikasi faktor internal dan eksternaldalam pemasaran susu kambing di Adilla Goat Farm, merumuskan alternatif strategipemasaran, dan prioritas strategi yang dapat diterapkan dalam pemasaran susukambing di Adilla Goat Farm. Metode dasar yang digunakan dalam penelitian iniadalah deskriptif analitik. Metode analisis data menggunakan analisis matriks InternalExternal (IE), matriks Strenght, Weakness, Opportunity, and Threat (SWOT), danmatriks Quantitative Strategic Planning (QSP). Hasil penelitian menunjukan bahwaalternatif strategi yang dapat digunakan oleh Adilla Goat Farm dalam memasarkansusu kambing adalah strategi membuat agrowisata peternakan kambing perah untukanak-anak agar lebih mengenal manfaat susu kambing sejak dini, memanfaatkanlimbah dari hasil ternak kambing untuk diolah/dijual, menjalin kerja sama dengansesama peternak kambing dalam bentuk kelompok untuk memperluas pasar, pelatihantata kelola keuangan dan manajemen pemasaran, membuat inovasi produk lain denganbahan baku susu kambing, mengadakan pelatihan untuk tenaga kerja agar bisa ikutmemasarkan produk susu kambing, perluasan pemasaran produk melalui promosi danperiklanan secara intensif agar lebih dikenal masyarakat luas. Prioritas strategi yangdapat dilakukan Adilla Goat Farm dalam memasarkan susu kambing adalah strategiperluasan pemasaran produk melalui promosi dan periklanan secara intensif agar lebihdikenal masyarakat luas.
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