Analisis Positioning Untuk Merumuskan Strategi Pemasaran Jamur Tiram Putih Di Griya Jamur Sedayu, Bantul, Di. Yogyakarta

Abstract

Oyster mushrooms are a horticultural plant that has great potential to be developed as a source of daily nutrition and as a basic ingredient for making medicines to treat various diseases. The oyster mushroom that is most widely cultivated in Indonesia is the white mushroom. By conducting a comprehensive agricultural development analysis, entrepreneurs and stakeholders can make better decisions regarding the development of sustainable agricultural businesses. Griya Mushrooms is a company engaged in the cultivation and processing of mushrooms which presents business opportunities. Mushrooms are an agricultural product whose demand continues to increase in domestic and international markets. Griya mushrooms have the potential to be an important source of income and contribute to agricultural development in the region. This research aims to analyze internal and external conditions, formulate strategies, and determine strategic priorities in the mushroom business at Griya Mushroom. Business development strategies are analyzed using the SWOT matrix (Strength, Weakness, Opportunities, and Threats). The research results show that there are internal factors (7) strength points, (5) weakness points, and external factors (5) opportunity points and (3) threat points. The score obtained in the IFE (Internal Factor Evaluation) matrix analysis is 2.85 and the EFE (External Factor Evaluation) matrix is 3.20. The resulting value shows the intersection of the II quadratic axis in the IE (Internal-External) matrix. Based on the position of quadrant II, the strategy that can be used is the strategy of maintaining existing growth.