Research Title:
Marketing Strategy Analysis for Small and Medium Enterprise (SME) of Omega-3 Low-Cholesterol Eggs at PT Agrikencana Perkasa

Background:
Eggs are a high-protein source in growing demand, driving the expansion of poultry farming in Indonesia. PT Agrikencana Perkasa in Klaten produces omega-3 low-cholesterol eggs containing 306.6 mg of omega-3 and 36.08 mg cholesterol per 100g. However, 2024 sales show significant monthly fluctuations, indicating suboptimal marketing strategies and reliance on word-of-mouth promotion. This study uses SWOT, IFE, EFE, and QSPM analyses to design a marketing strategy aimed at increasing brand awareness, competitiveness, distribution, and sustainable sales performance.

Problem Formulation:

  1. What internal factors are PT Agrikencana Perkasa’s strengths in marketing low-cholesterol omega-3 eggs?
  2. What internal weaknesses affect their marketing strategy?
  3. What opportunities can be leveraged to improve competitiveness and market penetration?
  4. What threats and competitive challenges exist in marketing omega-3 low-cholesterol eggs?
  5. How can a marketing strategy be developed based on SWOT analysis to improve brand awareness, competitiveness, and market reach?

Methodology:

  • Research Type: Qualitative and descriptive quantitative.
  • Data Collection: Observation, interviews, and questionnaires.
  • Research Object: Marketing of omega-3 low-cholesterol eggs at PT Agrikencana Perkasa.
  • Data Analysis: SWOT matrix and Quantitative Strategic Planning Matrix (QSPM).

Findings & Discussion:
The study shows that the QSPM strategy “Distribution Expansion to New Markets” has the highest attractiveness score (6.27), outperforming the “Consumer Education Enhancement” strategy (6.08). Expansion strategies provide greater potential for market penetration, while education strategies still have value for supporting customer knowledge and trust.

Implications:
PT Agrikencana Perkasa can optimize product promotion through precise market segmentation, distribution expansion, and targeted digital and educational marketing strategies. Social media, seminars, workshops, and partnerships with farmers and retailers can raise consumer awareness and strengthen the company’s positioning as a healthy product pioneer.

Conclusion:
The study concludes that PT Agrikencana Perkasa’s strengths lie in product quality and potential for market expansion, while internal weaknesses include limited socialization and price disparities. Opportunities exist in direct consumer promotion and omega-3 health education, whereas external challenges involve higher pricing and limited distribution. Overall, the research provides actionable insights for designing effective, sustainable marketing strategies.