A Application of SWOT Analysis to the Marketing Strategy of CV. Mulyo Tani Makmur Fertilizer Products in the Indonesian Agricultural Industry PRODUCT MARKETING STRATEGY CV MULYO TANI MAKMUR
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Abstract
This research aims to develop a marketing strategy for CV. Mulyo Tani Makmur’s fertilizer product, "Bapak Ibu
Tani," within the agricultural industry using SWOT matrix analysis. The analysis reveals three main strategies: 1)
Utilizing product quality and good reputation to expand into new agricultural markets, 2) Technology-based
innovation to adopt modern agribusiness trends in organic fertilizer development, and 3) Increasing distribution
through an already strong infrastructure to reach untapped areas. These strategies aim to strengthen the
company's market presence and enhance its product positioning. The research adopts a descriptive qualitative
method, utilizing case study analysis. Data will be collected through interviews, observations, and focus group
discussions (FGD) involving the company’s management, marketing experts, and customers. The population
includes key internal stakeholders and external customers using the fertilizer. Tools like SWOT and QSPM
matrices will be employed for analysis, supported by structured interviews and questionnaires. Managerial
implications suggest focusing on product quality, enhancing digital marketing, and expanding distribution
networks to improve market reach and customer satisfaction. The research recommends that CV. Mulyo Tani
Makmur invest in innovative technologies and strengthen its brand presence through digital platforms. By
implementing these strategies, the company can boost its competitiveness in the fertilizer industry, capitalize on
growth opportunities, and ensure long-term sustainability in the agricultural market.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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