Strategic Management Using Swot and Qspm Analysis in Increasing Crude Palm Oil (CPO) Sales at PT Windu Nabatindo Lestari

Abstract

This study aims to determine strategic management to increase production and sales of crude plam oil (CPO) at PT Windu Nabatindo Lestari ( PT WNL ) that can be seen from the internal and external conditions in PT WNL at Pundu , Center of Kalimantan. This research uses SWOT analysis (Strength, Weakness, Opportunities, Threats) and QSPM (Quantitative Strategic Planning Matrix)analysis. Internal environmental analysis is used to get the strengths and weaknesses of PT WNL, and external environmental analysis is used to get opportunities and threats of the PT WNL . From the results of the SWOT analysis (Strength, Weakness, Opportunities, Threats), there are two SO (Strength Opportunity) Strategies, Two WO Strategies (Weakness Opportunity), Two ST (Strength Threat) Strategies, and Two WT (Weaknes Threat) Strategies. From the results of the four strategies, one strategy that is more superior or prioritized is selected by performing a QSPM (Quantitative Strategic Planning Matrix) analysis. From the results of the QSPM analysis, it is found that one more strategy is prioritized based on the largest total value of attraction (TAS). From the internal environmental analysis, there are factors that become the company's strengths, namely; fertilization, harvest exploitation, harvest methods and mechanization, zero resistance, harvest intervals, Fifo system in PKS, implementation of FMS(Fleet Management System), and relationships with Cooperative Partners. Meanwhile, the internal factors that are weaknesses are: compliance with environmental regulations and maintaining the achievements of the ISPO and RSPO systems. From the analysis of the external environment, there are factors that provide opportunities, namely support from cooperatives and community leaders, mechanization in harvesting and fertilization, there is no substitute product for CPO, and demand for CPO is always increasing.  Apart from that, there are factors that pose a threat, namely the policy of establishing PKS without plantations, the UMR which continues to rise, increasing fertilizer prices, and competitors from outside FFB Buyers. Based on the IE Matrix, PT Windu Nabatindo Lestari's position is in quadrant "I", so the strategy that fits this quadrant is Growth and Build Strategy through increasing production and sales.