STRATEGI PEMASARAN TANAMAN HIAS BUNGA POTONG PADA USAHA RATU BUNGA FARM DI KABUPATEN KARO

Abstract

Ornamental plants are horticultural commodities that significantly contribute to the development of agriculture in Indonesia. Karo Regency is an excellent area for cultivating ornamental plants because the air favors plants. Ratu Bunga Farm is a company that cultivates various type of cut flower ornamental plants in the area.The problem currently focused on by Ratu Bunga Farm is the fluctuations in sales caused by an undeveloped market share. This research aims to help Ratu Bunga Farm increase selling by creating a new marketing strategy. This type ofe research is a qualitative approach with descriptive methods, and the analysis used is IFE, EFE,IE and QSPM analysis resulted in a total IFE score of 2.44 and a total EFE of 2.98, meaning that the results of IE analysis area in quadrant V ( maintain and maintain). The results of IE analysis, acquiring a market penetration strategy, and product development. The results were analyzed again using QSPM and received a Total Attractiveness Score (TAS) from two the strategies : market penetration 5.73 and product development 3.46. The results indicate that Ratu Bunga Farm should be focused on market penetration strategy and balance it with a product development strategy.