STRATEGI PEMASARAN TERNAK AQIQAH (STUDI KASUS PADA UNIT BISNIS PT. AGRO NIAGA GLOBAL)

Abstract

Aqiqah is the Islamic tradition of the sacrifice of an animal on the occasion of a child’s birth. It is widely performed by Muslim and it is considered sunnah to slaughter one goat or sheep for the baby girl and two goats or sheeps for the baby boy. Goat is the one of livestock’s commodity that could be managed into a profitable Aqiqah’s business. As time goes on, Aqiqah’s business is sprung up a lot. The existence of similar business can be an opportunity or a threat for company. Therefore, the company need to developing their marketing strategy in order to enhance the position and continue to hold in the market. The purpose of this research are to identify strength, weakness, opportunity, and threat on Jawara Aqiqah, and to formulate alternatives marketing strategy of Jawara Aqiqah. The type of this research is case study with qualitative approachment. This research was conducted on Jawara Aqiqah at PT.Agro Niaga Global’s business unit. The data on this research was primary and secondary data which was collected by method of interview, documenter, and literature study. The data of this research was analyzed by SWOT. The validity of data is checked by reference material, endurance of observation, and triangulation. Based on IFE matrix obtained 2.990 score and EFE matrix obtained 2.984 score. Jawara Aqiqah is located in cell V on IE matrix which mean hold and maintain. The strategy that could be apply by company in this position are market penetration strategy and product penetration.