Abstract :

The objectives of this research are to evaluate the market segmentation of PT. BIOPS Agrotekno Indonesia and looking for opportunities to increase sales by reaching potential markets with new segmentation, targeting and positioning in the form existing business and to propose a new marketing strategy for PT BIOPS Agriculture to continue to grow without spending additional investment capital, but by utilizing existing assets to increase sales of PT BIOPS agriculture Indonesia. The author collects primary data by conducting interviews. As part of the preliminary research, the author interviews 10 individuals who have an interest in agriculture. The author employs a qualitative research methodology, utilizing in-depth interviews with the owner, management, and potential customers of PT. BIOPS Agrotekno Indonesia to explore the proposed solution. Additionally, the author conducts interviews with individuals in the hospitality industry to obtain relevant answers to the research questions at hand. The analysis conducted in this research consist of external analysis (Porter 5 forces, PESTEL analysis, competitor analysis, consumer analysis), internal analysis (STP, marketing mix, VRIO analysis, value chains analysis, BMC), SWOT analysis, TOWS analysis and QSPM. Based on the research results, it can be concluded that the sale of precision agricultural products for PT. BIOPS Agrotekno Indonesia is influenced by factors such as trust, service quality, and product quality. To enhance the marketing strategy and boost the sales of precision agricultural products, the company can implement the following strategies in the Case Study of PT. BIOPS Agrotekno Indonesia: (1) maximize promotional channels to reach untapped potential market segments, (2) leverage Encomotion awards and political support for specialized training targeting millennials interested in agricultural technology, and (3) improve promotion channels to deal with increasing competition in the market.

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Keywords :

External Analysis, Internal Analysis, Marketing Strategy, Sale, SWOT

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