Forum Agribisnis
Vol 2, No 2 (2012): FA Vol 2 No 2 September 2012

ANALISIS STRATEGI BISNIS KUMIS KUCING KERING PT POROS NUSANTARA UTAMA JAWA BARAT

Wiranthi, Puspi Eko ( Departemen Agribisnis, Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor)
Firmansyah, Iman ( Departemen Agribisnis, Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor)

Article Info

Publish Date
14 Jan 2015

Abstract

Poros Nusantara Utama Ltd (PT PNU) is one of the companies that sell herbal products. The company has partnership agreement with local farmers group of Gede Pangrango and Halimun Salak National Parks. In 2009, the company received organic certification for dried kidney tea/java tea (Ortoshiphon stamineus) though it has no effect to its trade. The purposes of the research are: 1) to identify internal and external factors of PT PNU, 2) to formulate marketing strategy for dried java tea, 3) to compose the priority of marketing strategies. The methods are IE, SWOT and QSP. IE matrix shows PT PNU is on hold and maintain where the strategies are market penetration and product development. SWOT matrix shows eight strategies where based on QSP, the first priority is to maintain product quality.

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Journal Info
Forum Agribisnis
Website

Abbrev

fagb

Publisher

Institut Pertanian Bogor

Subject

Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

Description

Forum Agribisnis adalah jurnal ilmiah sebagai forum komunikasi antar peneliti, akademisi, dan penentu kebijakan dan praktisi dalam bidang agribisnis dan bidang terkait lainnya. Tulisan bersifat asli berisi analisis empirik atau tinjauan teoritis dan review buku terbaru. Forum Agribisnis dikelola ...