SUMMARY
DEBI SARAH. Competitive Strategy CV Madu Apiari Mutiara in Honey Industry. Supervised by RITA NURMALINA and KIRBRANDOKO.
Honey is one of the beekeeping products and includes non-wood forest products. Honey has been long known by the public as a food that has the property to maintain health, and able to cure various diseases. The potential for development of honey in Indonesia is quite large, supported by forest resources that can be used as honey bee ecosystem and tropical weather factor of Indonesia.
At this time many businessmen feel optimistic that the honey industry is always experiencing growth. This is due to the increasing popularity of honey bee products and the pattern of community life back to nature and the belief in increased consumption of honey products by individuals and companies. One of the businessmen who are optimistic about the competition between competitors and the development of the beekeeping industry at this time is CV. Honey Apiari Mutiara. Various types of products produced by the company that is in the form of bottle honey and various other honey products.
The objectives of this study are to analyze the internal dan eksternal environment CV Madu Apiari Mutiara, formulate alternative strategies, making priorities in honey business CV Madu Apiari Mutiara, and mapping recommendations program of alternative strategies in honey business development at CV Madu Apiari Mutiara.
Processing and analyzing data on this research, using qualitative and quantitative method. The qualitative data were presented in descriptive form to describe a general overview, internal dan external factors from CV Madu Apiari Mutiara. The quantitative data in the form of weighting factors of internal and prioritization of the development strategy. The analysis tool was used A’WOT method, it is a combination of AHP (Analytical Hierarchy Process) with SWOT analysis (Strength, Weaknesses, Opportunities and Threats). Then conducted the mapping recommendations program of alternative strategies by the method of strategic architechture.
The result of internal factor, obtained that the strengths are product quality, competent employees, diverse product, SOPs in the production division, research and development. The weaknesses of the company are the limitations of raw materials of honey, lack of production facilities and honey products are easily imitated by competitors from the packaging or product labels.
The external factors affecting the development and competition of honey business on CV Madu Apiari Mutiara consist of opportunities and threats. The opportunities consist of loyal customers, marketing location is still widespread, demand for honey is increasing because of healthy lifestyle, information technology, beauty and health product innovation. The threat of the company consists of increasing raw material prices, raw material scarcity, competition between similar companies, and competitors create a good image of the product.
The alternative priority strategy applied to CV Madu Apiari Mutiara in seeking honey, starting from first to sixth priority is expansion of marketing area with value equal to (4.306836). The second priority is the optimization of market penetration for all honey derived products (4.028598). The third priority is the
improvement of product quality and the credibility of the company with a value of (4,01988). The fourth priority is to increase the improvement of health and beauty product innovations with a value of (3.879486). The fifth priority is the introduction of product brand image to consumers (product characteristics) (3,490634). The sixth priority is the addition of the number of bee colonies and the increase in the company's capital by a value of (3.394597).
Keywords: architecture strategy, A'WOT, competitive strategy, CV Madu Apiari Mutiara, organic honey