STRATEGI PEMASARAN PRODUK UNGGULAN JAMU NGERES LINU PT. NYONYA MENEER SEMARANG

ABSTRAK

IRMA WARDANI, NIM : S.640848100, 2011. STRATEGI PEMASARAN PRODUK UNGGULAN JAMU NGERES LINU PT. NYONYA MENEER SEMARANG. Komisi Pembimbing I : Dr. Ir. Moh. Harisudin, MSi. Komisi Pembimbing II : Dr. Ir. Suwarto, MSi. Tesis : Program Studi Agribisnis. Program Pasca Sarjana. Universitas Sebelas Maret Surakarta.

Tujuan penelitian ini untuk mengetahui : (1) Posisi strategis PT. Nyonya Meneer Semarang. (2) Kekuatan, kelemahan, peluang dan ancaman PT. Nyonya Meneer. (3) Alternatif strategi yang dapat diterapkan PT. Nyonya Meneer. (4) Prioritas strategi yang yang dapat diterapkan PT. Nyonya Meneer
Penelitian ini dilaksanakan di PT. Nyonya Meneer Semarang. Penelitian menggunakan metode diskriptif analisis dengan pengambilan sampel perusahaan dan sampel responden secara purposive sampling (sengaja). Metode analisis yang digunakan pada penelitian ini adalah analisis SWOT yang berupa Matriks Space, Matriks SWOT dan QSPM (Quantitative Strategic Planing Matrix).
Hasil penelitian menunjukkan bahwa : (1) Posisi PT. Nyonya Meneer adalah profil strategi agresif; (2) Terkait dengan pemasaran faktor kekuatan : manajemen, SDM berpengalaman, citra produk, kualitas jamu, harga terjangkau, penjualan meningkat, distribusi efektif, keuangan, kemitraan dengan pemasok. Faktor kelemahan : SDM tidak produktif, kurang promosi lewat televisi, distribusi ekspor terbatas, ketergantungan bahan baku, kurangnya inovasi. Faktor peluang : permintaan konsumen, gaya hidup sehat, luas pasar, loyalitas konsumen, pelanggan tetap, SDM perusahaan melimpah, peraturan pemerintah, teknologi menunjang. Faktor ancaman : inflasi, konsumen pindah merk lain, tuntutan pelanggan, perubahan teknologi, persaingan ketat, masuknya pendatang baru, potensi produk subtitusi, pesaing lebih agresif, variasi produk dari pesaing; (3) Alternatif strategi yaitu penetrasi pasar, pengembangan pasar dan pengembangan produk; (4) Prioritas strategi yang dapat diterapkan adalah pengembangan produk.
Penelitian ini diharapkan mampu memberikan saran pada PT. Nyonya Meneer dalam melaksanakan strategi pemasaran yaitu dengan melakukan pengembangan produk jamu Ngeres Linu baik dengan penambahan bahan baku maupun mengolah dalam variasi bentuk lain

Kata kunci : PT. Nyonya Meneer, strategi, SWOT, Matriks Space, Matriks SWOT, QSPM.

ABSTRACT

IRMA WARDANI, NIM: S.640848100, 2011. STRATEGY MARKETING STRATEGY MAIN PRODUCT JAMU NGERES LINU IN PT. NYONYA MENEER SEMARANG. Commission Advisor I: Dr. Ir. Moh. Harisudin, MSi. Commission II Advisor: Dr.. Ir. Suwarto, MSi. Thesis: Studies Agribusiness Program. Postgraduate Program. Sebelas Maret University Surakarta.

The purpose of this study to determine: (1) The strategic position of PT. Nyonya Meneer Semarang. (2) Strengths, weaknesses, opportunities and threats PT. Nyonya Meneer. (3) Alternative strategies can be applied to PT. Nyonya Meneer. (4) Priority strategies that can be applied to PT. Nyonya Meneer
The research was conducted at PT. Nyonya Meneer Semarang. Research using descriptive analysis method with sampling and sample respondent firms are purposive sampling (on purpose). The method of analysis used in this study were in the form of a SWOT analysis of the Space Matrix, SWOT and QSPM Matrix (Matrix Quantitative Strategic Planing).
The results showed that: (1) Positions PT. Nyonya Meneer is an aggressive strategy profile, (2) In connection with the marketing strength of factors: management, HR experience, product image, the quality of herbal products, affordable prices, sales increase, effective distribution, finance, partnerships with suppliers. Factors weaknesses: human is not productive, less promotion on television, distribution unlimited exports, dependence on raw materials, lack of innovation. Opportunity factors: consumer demand, a healthy lifestyle, broad market, customer loyalty, repeat customers, company’s abundant human resources, government regulations, technological support. Threat factors: inflation, consumers are moving from other brands, customer demands, technological change, fierce competition, the entry of new entrants, the potential for product substitution, more aggressive competitors, the variety of products from competitors, (3) Alternative strategies of market penetration, market development and product development , (4) The suitable strategy to be implemented is the development of products.
This study is expected to provide advice on the PT. Nyonya Meneer in implementing the marketing strategy is to make the development of herbal products Ngeres Linu both with the addition of raw materials or processed in other forms of variation

Keywords: PT. Nyonya Meneer, strategies, SWOT, Space Matrix, SWOT Matrix, QSPM.