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2009rbw

2009rbw

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Published by: ReeeReee on May 21, 2010
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IDENTIFIKASI ATRIBUT PRODUK DAN ANALISISSTRATEGI PEMASARAN PRODUK FUNGISIDA AKAR GADA(STUDI KASUS PT AGRICON, BOGOR)RIZKA BAYU WIRAWAN
SEKOLAH PASCASARJANAINSTITUT PERTANIAN BOGORBOGOR2009
 
 
SURAT PERNYATAAN
Dengan ini saya menyatakan dengan sebenar-benarnya bahwa segalapernyataan dalam laporan akhir saya yang berjudul :
“Identifikasi Atribut Produk dan AnalisisStrategi Pemasaran Produk Fungisida Akar Gada(Studi Kasus PT Agricon, Bogor)”
merupakan gagasan dan hasil penelitian saya sendiri, dengan bimbingan KomisiPembimbing, kecuali yang dengan jelas ditunjukkan rujukannya. Laporan akhir inibelum pernah diajukan untuk memperoleh gelar pada program sejenis di perguruantinggi lain.Semua data dan informasi yang digunakan telah dinyatakan secara jelas dandapat diperiksa kebenarannya.Bogor, Mei 2009Rizka Bayu WirawanNRP. F352064035
 
 
ABSTRACT
RIZKA BAYU WIRAWAN. Identification of Product Attribute and MarketingStrategy Analysis of Club Root Fungicide (A case study at PT Agricon, Bogor)
.
 Supervised by NORA H. PANDJAITAN as Committee Chairman and ILLAHSAILAH as Member.There are still lies so many opportunity to develop agrochemical industry inIndonesia. The increasing of people’s population creates need to maintain foodsufficiency through agricultural activities. The farmers need pesticides for theiragricultural activities. One of the important plant disease that can cause major loss oncabbage (
brassicaceae
) cultivation is club root. The yield loss average caused by clubroot reach 88,60 %. PT Agricon sees an opportunity to develop a new product forclub root disease.The objective of this study are 1) to identify product’s attributes which suit tocustomer’s need, and 2) to analyze marketing strategy of club root fungicide product.Primary data was collected through interview and questioner filled by farmers andmanagement of PT Agricon. The tools of analysis used are Multivariate ConjointMethod, Exponential Comparative Method, Bayes Method, Borda Function and FocusGroup Discussion.Based on analysis using Multivariate Conjoint Method, the importance level of product’s attributes in order are : 1) application cost per ha, 2) maximum yield loss,3) dosage, 4) packaging, and 5) package volume. The product’s attributes which suiteto customer’s need are : maximum yield loss 0 % – 10 %, application costRp 1 million – Rp 1,9 million/ha/season, package volume 1.000 gr, package in sachet,and dosage 200 kg/ha/season.The result of the analysis using Exponential Comparative Method, Bayes Method,and Focus Group Discussion, for marketing strategies are : 1) brand developmentstrategy using flanker bran, by developing new brand for new product : Nebijin 0,3DP, 2) geographical based segmentation on 6 provinces and 16 region with yieldproductivity > 20 tons/ha, market target : cabbage farmers who use pesticidefrequently to control pest infestation, and positioning by launch tag line “only Nebijincan control club root”, 3) pricing strategy using price plus benefit, 4) distributionchannel strategy using distributor service, and 5) promotion strategy based onpromotion mix concept, which consist of advertisement, personal selling, salespromotion and publicity.PT Agricon was suggested to produce club root fungicide with attributes thatsuites to consumer’s need, and implement marketing strategy according to marketingmix component which consist of product strategy, price strategy, place strategy andpromotion strategy.Keywords
:
product attribute, marketing strategy, fungicide, club root disease
 

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