Analysis of Marketing Strategies to Increase Cricket Sales at Maja Farm Company in Pesawaran

Abstract

Maja Farm in Pesawaran is an individual company that focuses on cricket farming, located in Taman Sari Village, Gedung Tataan District, Pesawaran Regency. The company is facing challenges in the form of a decrease in cricket sales by 64.9% in 2018 and 30.4% in 2019. This study aims to analyse marketing strategies that can increase sales value at Maja Farm Company in Pesawaran, using SWOT Analysis as an analytical tool. The calculation results show a total IFAS value of 2.80 and EFAS of 2.55. From these results, it is known that the company's position is in cell 5, which indicates that the company is in a stable phase and is not experiencing growth with a concentration strategy through horizontal integration or stability. Through the combination of SWOT Matrix, the most dominant strategy is SO (Strengths-Opportunities) with a value of 3.55, namely creating positive relationships with customers through maintaining product quality and maintaining product availability in order to meet consumer needs, followed by the ST (Strengths-Threats) strategy with a value of 2.80, namely conducting market research to understand product prices in the market and determining efficient promotion strategies. This strategy is expected to be the basis for increasing sales of Maja Farm Company in Pesawaran. Keywords: SWOT Analysis, Marketing Strategy, Sales