ANALISIS FAKTOR INTERNAL DAN EKSTERNAL PEMASARAN SAYURAN NON-ORGANIK CV ILOED JAYA NUSANTARA

Abstract

Abstract

CV Iloed Jaya Nusantara is a fruit and vegetable supplier located in Kalianyar Hamlet, Sidodadi Village, No. 132, RT/RW 03/05, Bedali Lawang. CV Iloed Jaya Nusantara is a fruit and vegetable supplier and distributor. The company operates through its upstream partners, consisting of fruit and vegetable farmers. For marketing, they collaborate with several retailers across Java, including Malang, Surabaya, Blitar, and Bandung, in addition to opening their own outlets in several locations. The purpose of this study was to analyze the internal and external factors influencing the marketing of non-organic vegetables at CV Iloed Jaya Nusantara. The sampling method used accidental sampling for consumers and purposive sampling for owners and employees. This sampling technique is qualitative, easier than other methods, and is used for research with a quantitative end goal. This study uses IFAS and EFAS analysis, which are expected to systematically identify various factors by maximizing the company's strengths and opportunities while minimizing weaknesses and threats from competitors and the external environment. The results of the analysis show a total IFAS value of

4.08 and EFAS of 4.24, which places the company in quadrant I in the strategy matrix, namely having high strengths and opportunities.

Keywords: IFAS Analysis, EFAS analysis, non-organic, vegetables.