ANALYSIS OF FERTILIZER MARKETING STRATEGY (LOB) LIQUID ORGANIC BIOFERTILIZER AT PT. INBIO TANI NUSANTARA

Abstract

This research aims to analyze the strengths, weaknesses, opportunities, and threats of LOB fertilizer and analyze the proper marketing strategy in PT. Inbio Tani Nusantara to be able to increase sales of LOB fertilizer. This study uses the nonprobability sampling method that is Accidental Sampling for external respondents or LOB consumers with consideration if the researcher needs to know the number of the existing population. Purposive sampling method for internal respondents of the company. The method of collecting data in this study with observation methods, questionnaires, interviews, and documentation. The data types used in this study are primary data from swot analysis, IFAS analysis, and EFAS analysis. In this study there are variables of Strength, Weakness, Opportunity, and Threat. Marketing of LOB liquid biological organic fertilizers has opportunities and strengths that can be used to deal with weaknesses and threats to take decisions that are marketing strategies for LOB liquid biological organic fertilizers. The results showed that the LOB fertilizer marketing strategy is in quadrant I which means that the company has strengths and opportunities and the strategy that must be taken in this condition is an aggressive marketing policy.