STRATEGI PENGEMBANGAN BISNIS PT MOMENTA AGRIKULTURA AMAZING FARM, LEMBANG, JAWA BARAT
Doni Saha Tua Manalu, Desriana Maya Sari Tarigan
Abstrak
Indonesia adalah negara agraris di mana pertanian menjadi sumber kebutuhan pokok dan mata pencaharian. Hortikultura sebagai sub-sektor pertanian memiliki prospek yang sangat baik khususnya tomat yang memiliki nilai ekonomis tinggi untuk dikembangkan. Fluktuasi permintaan sayuran cenderung meningkat seiring pertumbuhan penduduk. Penelitian dilaksanakan di PT Momenta Agrikultura Amazing Farm, Lembang, Jawa Barat bertujuan untuk 1) mengidentifikasi faktor-faktor lingkungan eksternal yang menjadi peluang dan ancaman faktor-faktor lingkungan internal, di mana hal tersebut menjadi kekuatan dan kelemahan perusahaan, 2) merumuskan alternatif strategi yang dapat dijalankan perusahaan, 3) menganalisis prioritas strategi yang dapat dijalankan perusahaan. Berdasarkan hasil analisis, strategi pengembangan usaha melalui identifikasi lingkungan internal dan eksternal perusahaan, diperoleh alternatif strategi berdasarkan matriks IE yaitu memperluas pasar, menjalin hubungan kerjasama dengan perusahaan lain, meningkatkan hasil produksi tomat, dan membangun bisnis baru yang dapat meningkatkan nilai jual. Hasil dari analisis SWOT diperoleh strategi yang dapat dijalankan perusahaan yaitu menjaga kualitas produk dan pelayanan dengan memanfaatkan dukungan pemerintah untuk promosi, memanfaatkan sarana dan prasana serta menjalin kerjasama dengan pihak lain untuk memenuhi permintaan pasar. Selain itu perlu penekanan biaya operasional perusahaan dengan memanfaatkan teknologi dan kebijakan, membuat penjadwalan produksi secara sistematis, memenuhi permintaan konsumen, meningkatkan kualitas fasilitas dan kapasitas produksi.
Kata Kunci : PT Momenta Agrikultura, Strategi Pengembangan Bisnis, Tomat
DOI:
http://dx.doi.org/10.52434/mja.v1i2.458
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Status Pengunjung Jurnal
PROGRAM STUDI AGRIBISNIS, FAKULTAS PERTANIAN UNIVERSITAS GARUT Jln. Raya Samarang No. 52A Hampor- Tarogong Garut,Jawa Barat 44151 (0262) 544-214 Email : jurnalmahatani@uniga.ac.id
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