Strategi Pemasaran Crude Palm Oil (CPO): studi kasus pada PT.Aman Jaya Perdana-Lampung)

Abstract

Aman Jaya Perdana, Ltd is the supplier company of CPO (Crude Palm Oil) for export market. Suppose to its activity, AJP. Ltd apply certain strategies in marketing its product. The objective of the research are to find the marketing strategies of the company and the factors which considered in determining the marketing strategies . The research used primary data from an interview with general manager of Aman Jaya Perdana and collect related export data of the company. While the secondary data for national CPO export data obtained from BPS website. Based on data analysis the company’s marketing strategies used 4P marketing mix. Product strategy of the company is the use of PORAM and SNI CPO standard for buyer. The CPO price strategy is based on CPO price rate on Rotterdam and Kuala Lumpur stock exchange, and also standard export price (HPE) on Indonesia stock exchange.The owner also determined the price of the product. The distribution strategy of the company is an indirect distribution, which using a broker to distribute their product to the buyer. The company also use abroker to promote their product. Furthermore, AJP, LTD considering two factors to determine the marketing strategies, there are internal factors that include human resources quality, organization structure, and infrastructure aspects, and external factor such as the point of view of destination country’s society, the role of GAPKI association, and export market