Research Paper
Year: 2021 | Month: December | Volume: 8 | Issue: 12 | Pages: 172-181
DOI: https://doi.org/10.52403/ijrr.20211223
Analysis of PT SH's Feed Additive Marketing Strategy Based on Competitive Setting Profile (CSP) and Company Alignment Profile (CAP)
Rahmat Sutono1, Harianto2, Imam Teguh Saptono3
1,2,3Business School, Institut Pertanian Bogor, Jl. Raya Pajajaran, Bogor 16 151.
Corresponding Author: Rahmat Sutono
ABSTRACT
PT SH is a company that distributes veterinary medicinal products produced by Lallemand Animal Nutrition (France) and several products from other suppliers. This product from Lallemand is included in the feed additive class which functions to increase livestock productivity with better feed conversion. Competition in product sales in this group greatly affects the sales of feed additives for PT SH. Therefore, this study uses CAP and CSP analysis to analyze the marketing of PT SH, and analyzes the competition between PT SH and other companies in the sale of feed additives. CAP analysis consists of marketing strategy, tactics and values, while CSP analysis consists of customer demand, competitive situation, and variable factors. CAP analysis gives an average score of 2.82, this mid score indicates that the strategies and tactics used as well as the marketing value of PT SH need to be improved in order to increase PT SH's feed additive sales. CSP analysis gives an average score of 3.56, this fairly large score indicates that PT SH's competition with other companies is quite strong in the sale of feed additives. This requires PT SH to maintain quality, improve marketing strategy services to increase sales of feed additives, so that PT SH is not left behind by other companies.
Keywords: CAP analysis, CSP analysis, Mix, Feed additive, Marketing.
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