Strategi Bersaing Industri Madu (Studi Kasus: CV Madu Apiari Mutiara)

Abstract

the amount of imported honey in indonesia has been increasing since 2013. import of honey has increased because due to high honey demands on industries of beverage, health, and beauty. the objectives of this research were to determine the internal and external environment factors of Cv Madu Apiari Mutiara, to formulate alternative strategies and priorities in developing the company competitive strategy, and to map the recommendation of program and alternative strategy in developing competing strategy Cv Madu Apiari Mutiara. the analytical tools used in this research were the internal and external corporate environment analysis, A'Wot integration between hierarchy process analysis (AHP) and sWot, and the strategy architecture to determine the company's long-term plan. these six alternative strategies are used to determine strategic priorities. the three highest priority strategies are (1) expansion of the marketing area, (2) optimizing market penetration for all honey derivative products, (3) improving product quality and corporate credibility. the designs of the strategic architecture are to improve marketing in the first year, to make a mapping of marketing distribution channels the second year, and to innovate honey derivative products in the third year.