Decision - Making for Marketing Strategy of Oil Palm Planting Materials in Pusat Penelitian Kelapa Sawit (PPKS), Indonesia

The decline in sales of national oil palm planting materials due to government regulations related to the land clearing for oil palm plantations (moratorium), and the large number of competitors in the industry in the last five years (2011-2016) led to Pusat Penelitian Kelapa Sawit (PPKS) as a company that relied on the sale of oil palm planting materials as the main source of funding should be able to increase the market share so that corporate activities are not hampered. The increased market share of the company can be done by becoming superior in the competition. In order to be superior in competition, PPKS selected marketing strategy by considering the criteria that influence the process of marketing strategy selection using Analytical Network Process (ANP) method. The alternative marketing strategy in this study was based on SWOT analysis. The result of this research showed that the main strategy that is suitable to increase the sales of PPKS is Alternative 1 (positioning product) by providing the product according to what the current market needs and building the positioning product (0.091276), and Alternative 5 (service quality) by increasing service quality as an attraction for customers (0.081756).