MARKETING STRATEGY OF DOMBA GARUT (Ovies aries) IN SBA FARM GARUT

Abstract

SBA farm is a firm running in animal husbandry agribusiness, especially in fattening of domba Garut. One of its activity is to do the marketing by offering alive and ready to cut sheeps. This firm deals with some problems, such as having competitiors in the same business which have been longoperated and limited distribution due to the lack of product promotion. The aims of this research are: (i) to identitfy the internal and external invironment factors on SBA Farm activity and, (ii) to the plan the prioritized alternative marketing strategy. The research conclusions are: (i) the analysis result is having regular costumers for qurban, aqiqah and hajatan becomes the strength of this company, whereas the weakness is carrying out an every six-months product cycle. Meanwhile, the EFE analysis resoult shows that the company’s source opportunity is the duty of moeslems to do qurban, aqiqah and hajatan while the menace is facing the competitors in the same business with bigger capacities. (ii) The result of the total IFE and EFE matrix scores place the firm in the cell II with scores of 2.486 and 3.051 respectively. This means the company is growing and building its business. The QSPM analysis is obtained by recruiting experienced, employees from animal husbandry college, being competent in fattening of domba Garut, and hiring the veterinarians as animal health workers having a total attraction value (TAS) of 6.348 as prioritized marketing strategy.