MENDESAIN STRATEGI DALAM MENINGKATKAN PENJUALAN MULTI PROTEIN NUSANTARA

Abstract

STRATEGY DESIGN TO INCREASE THE SALES OF MULTI PROTEIN NUSANTARA

Along with the increased growth of foods and beverages industries, the competition among the foods and beverages industries is getting intense. Therefore, each company must create a right competitive strategy. The right marketing strategy is neeeded to increase the sales and win the target market, and can be achieved by considering the threats and opportunities available for the strategy designing. This research aimed to design the strategy for Multi Protein Nusantara to increase the sales. The methods of data collection in this research were observation, interview, and library study. There were three subjects of the research: three consuments who ever purchased the product for twice and two experts in the field of chicken meatball industry with three-year minimum experience. The data gained were analyzed by using Porter Five Forces Analysis and SWOT Analysis. The result of this research showed that based on the Porter Five Forces analysis, it was shown that there were three indicators of porter five that could be categorized as high, namely consumer’s bargaining power, the threat of substitution product, and high competition of similar industry. Next, the porter five indicator that was categorized as medium category was the threat of newcomers, while the indicator that was categorized as low category was the supplier’s bargaining power. The result of SWOT analysis showed that Multi Protein Nusantara can implement WO strategy (Weakness-Opportunity) to increase the sales, which are: 1) developing the product, 2) arranging the product license, 3) adding the nutrition fact to the product, and 4) pressing the selling price to compete with the competitors.