ANALISIS KEKUATAN, KELEMAHAN, PELUANG DAN ANCAMAN PADA STRATEGI PEMASARAN MINYAK KELAPA SAWIT PADA PT. AMAN JAYA PERDANA BANDAR LAMPUNG

PT. Aman Jaya Perdana is one of the companies that produce palm oil (CPO). In addition to the export market, PT. Aman Jaya Perdana also targets local industrial markets as potential market targets. However, the number of similar companies with the same target market makes the competition increasingly tight. Therefore, PT Aman Jaya Perdana must be able to make a proper marketing strategy to win the competition. The purpose of this research is to identify and analyze the factors of strengths, weaknesses, opportunities and threats for CPO marketing and to formulate alternative marketing strategies appropriate products CPO at PT. Aman Jaya Perdana Bandar Lampung. Data analysis method used in this research is analysis of IFAS matrix, EFAS matrix, IE matrix and SWOT matrix. Based on the results of research and data analysis conducted can be seen that the internal factors that become the strength in CPO marketing strategy are: quality of marketed CPO products, quality and employee loyalty, vision and mission of the company, marketing network, has a core garden and plasma garden, strategic company. While the disadvantages are: promotion of the company, product innovation development, equipment and production machinery that is old, and the location of processing plants. External factors that become opportunities are: the potential of the CPO industry is still large, the increase in population, government policies, and the development of information and communication technology. And the threat is: the number of competitor companies, the substitution products and environmental issues. The results of the company's IE matrix analysis are at the 5th cell position, so the strategy and position corresponding to the cell is the concentration through horizontal integration. SWOT matrix analysis yields several strategic alternatives, which are to improve the quality and quantity of CPO production to reach wider market, develop ICT-based CPO market, build distribution centers and product information of CPO, conduct maintenance and renewal of production machine, develop competitive strategy and increase service to customers, and develop promotion strategy and develop and innovate CPO derivative products. Keywords: Palm Oil, CPO, Marketing Strateg