MARKETING STRATEGY FOR SUBSIDIZED FERTILIZER (CASE STUDY OF PUPUK KUJANG)

In Indonesia, role of government in order to support food security national indispensable with the support of the provision of fertilizer fulfilling the principle 6 right that are: type, quantity, price, place, time and quality. Given the Government's, subsidized fertilizer is only allocated for agricultural business which includes Farmers of Food Crops, Livestock and Smallholders. West Java and Central Java is the largest area in agriculture, so if the projected with the level of fertilizer consumption in the area it should be able to give a positive impact on the sale of Pupuk Kujang’s. This research conducts external, internal and SWOT analysis to define root cause of problems that must be addressed by Pupuk Kujang regarding fertilize sunsidize. External analysis consists of PESTLE, Porter's 5 Forces, Competitors and Customer analysis. Internal analysis consists of STP and Marketing Mix. Tools to define the root cause is 5 why which used with the question why such things can be the cause and do up to 5 times to ask or to answer. Based on research, the formulation of business solutions is require the design a new spesific Marketing Strategies to improve sales penetration fertilizer subsidies.Keywords: Fertilizer, Subsidized, Marketing Strategy, STP, Marketing Mix