Manajemen Strategi Pengembangan Usaha Tanaman Hias Sukulen di Desa Rembang, Kecamatan Ngadiluwih, Kabupaten Kediri
DOI:
https://doi.org/10.30737/jintan.v3i2.4722Keywords:
ornamental plants, strategic management, SWOTAbstract
Kediri Regency is one of the regencies in East Java with a large population and livelihoods from agriculture. Rapid global development means that more and more agricultural land is relocated, and its use is restricted for other purposes that are considered more profitable and produce maximum results. The alternative used is succulent cultivation. Rembang Village, Ngadiluwih District, is one of the villages that develops and cultivates ornamental plants in the Kediri Regency. The objectives of this study are: (1) to find out how business management, especially the marketing management of succulents, is. (2) to determine the internal and external factors affecting succulent cactus plant marketing. (3) to determine the right business development strategy for marketing succulent cactus plants. The data analysis method used SWOT analysis, and to achieve the goal, the data was processed in Microsoft Excel, and the results were presented in tabular form and explained clearly. The results of this study were for the strategy of developing succulent ornamental plants, marketing management of succulent ornamental plants was well designed and planned to achieve profits in the company. In the application of SWOT analysis, the IFAS value was 0.7, and the EFAS value was 0.2, located in quadrant I, which means aggressive growth. This condition was very profitable for traders because strengths and opportunities could be utilized and overcome the problem of weaknesses and threats for the company, so the strategy applied was the S-O strategy.
Kabupaten Kediri yaitu salah satu Kabupaten di Jawa Timur dengan jumlah penduduk yang besar dan bermatapencaharian dari pertanian. Perkembangan global yang sangat pesat berarti semakin banyak lahan pertanian yang direlokasi dan dibatasi penggunaannya untuk keperluan lain yang dianggap lebih menguntungkan dan membuahkan hasil yang maksimal. Alternatif yang digunakan adalah budidaya sukulen. Desa Rembang Kecamatan Ngadiluwih merupakan salah satu desa yang mengembangkan dan membudidayakan tanaman hias di Kabupaten Kediri. Maksud dari penelitian ini adalah: (1) Memahami cara mengelola bisnis, terutama dalam pemasaran tanaman sukulen. (2) Mengidentifikasi faktor-faktor internal dan eksternal yang berpengaruh pada pemasaran tanaman kaktus sukulen. (3) Menentukan strategi yang cocok untuk mengembangkan bisnis dalam memasarkan tanaman kaktus sukulen. Metode analisis data dengan menggunakan analisis SWOT dan untuk mencapai tujuan, data diproses di Microsoft Excel lalu hasil disajikan dalam bentuk tabel dan dijelaskan dengan jelas. Hasil penelitian menyebutkan bahwa perencanaan strategi pengembangan bisnis tanaman hias sukulen yang telah dirancang dengan baik, bertujuan untuk mencapai keuntungan perusahaan. Dalam penerapan analisis SWOT, ditemukan nilai IFAS sebesar 0,7 dan nilai EFAS sebesar 0,2, yang menempatkan perusahaan pada kuadran I yang mengindikasikan pertumbuhan yang agresif. Kondisi ini sangat memberikan keuntungan pedagang karena mereka dapat memanfaatkan kekuatan dan peluang sambil mengatasi kelemahan dan ancaman yang dihadapi perusahaan. Oleh karena itu, strategi S-O dapat dilaksanakan.
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