ANALISIS STRATEGI PEMASARAN PRODUK INSEKTISIDA DURSBAN 20 EC (Studi Kasus pada PT. Pacific Chemicals Indonesia)

Abstract

Indonesia, an agriculture country where agriculture become a very potential sector to develop. Success in developing agriculture sector can not separate from plants's maintaining, which needed pesticide supply. PT Pacific Chemicals Indonesia, a foreign capital investment company, branch from The Dow Chemicals Co. USA, which was operating in agrobusiness as pesticide producer (esp. insecticide, herbicide and fungicide). Facing a very strict competition in insecticide industry and main competitor's penetration (which's more superior and has replace PT Pacific Chemical Indonesia's position as market leader), management should make some strategic movement. This research has analize marketing strategy as a purpose so that company could make a marketing strategy recommendation to solve it's problem. SWOT Analysis, a strength, weakness, opportunity and threats factor analysis were used in this research. The conclusion was stated that company should make an internal factor improvement, such as labour's number and organization structure, and marketing strategy for strengthen and maintain it's position in medium class farmer. Also made a strategy as a market chalenge so that company could reach market leader position again.