Marketing Strategy Analysis of Functional Chicken Egg Products

Abstract

The primary product of the Tani Nusantara Cooperation is antibiotic-free and growth promoter-free eggs. This is significant because growth promoters have been globally banned due to their potential to cause resistance and leave residues in livestock. In collaboration with Universitas Islam Malang, Tani Nusantara Cooperation has also developed functional, low-cholesterol eggs. To enhance public awareness of Tani Nusantara Cooperation's egg products and increase sales volume, a marketing strategy needs to be formulated. This study employed a descriptive quantitative research method with accidental sampling of 114 respondents. Data analysis involved three methods: 1. External and Internal Factor Analysis, 2. SPACE Analysis, and 3. SWOT Analysis. Based on the strategic formulation using weighted SWOT matrix analysis, the values obtained were x=0.34 and y=0.1. This indicates that the marketing mix for the functional egg product is in Region I, signifying strong internal and external capabilities. Therefore, the most suitable strategic alternatives for Tani Nusantara Cooperation in Jember Regency are development strategies (aggressive strategies), specifically market penetration, market development, and forward integration. Market penetration initiatives could include increasing the number of salespeople (resellers), enhancing partnerships with souvenir shops, and intensifying both online and offline advertising efforts. Market development strategies involve expanding market share and refining the digital marketing roadmap to boost brand awareness. Lastly, forward integration strategies could involve establishing proprietary outlets in strategic locations, enabling the cooperative to distribute its products profitably and set more competitive prices.