PEMASARAN MINYAK KELAPA SAWIT (CRUDE PALM OIL) MELALUI STRATEGI ANALYSIS SWOT PADA PT.GAWI MAKMUR KALIMANTAN BANJARMASIN

Abstract

This study aims to analyze the marketing of palm oil CPO through SWOT analysis strategy of internal
and external factors at PT. Gawi Makmur Kalimantan Banjarmasin. Formulation of appropriate CPO
marketing strategy to be implemented. Priority strategy will be applied to CPO marketing. Method and
data analysis used in this research is divided into three stages, namely: Stage input (input stage)
consisting of IFE Matrix (Internal Factor Evaluation) and EFE Matrix (External Factor Evaluation). A
matching stage that combines internal and external factors of a company, comprising the SWOT Matrix
and IE Matrix (Internal, External). Stages of strategy priority determination using QSPM (Quantitative
Strategic Planning Matrix) method. Sample only use one big company that is company which have owned
Plantation Business License (IUP) since 2014, sample determination done by purposive. The results of
this study in the form of information in the form of modules that will be used to obtain business activities
of buying and selling CPO palm oil PT. Gawi Makmur Kalimantan Banjarmasin.