Strategy For Increasing Carrot Sales Of Ud Cece To Pepito Supermarket In Denpasar

Abstract

This study aims to formulate a strategy to increase carrot sales at UD Cece, located in Baturiti Village, Baturiti District, Tabanan Regency, Bali Province. UD Cece is a business engaged in the distribution of horticultural vegetables, particularly carrots, supplying products to modern retail markets such as Pepito Supermarket Denpasar. The main problems faced by UD Cece include intense competition among distributors, fluctuations in carrot market prices, limited distribution channels, and increasingly strict quality standards imposed by supermarkets. This research employs a descriptive method with a quantitative approach. Data were collected through observation, interviews, documentation, and questionnaires distributed to 20 respondents selected using purposive sampling techniques. Data analysis was conducted using SWOT analysis supported by the IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), and the Internal–External (IE) Matrix. The results indicate that UD Cece’s main strengths lie in the quality of carrots that meet supermarket standards, strong cooperation with local farmers, and the ability to supply products consistently. Major opportunities arise from the increasing demand for fresh vegetables in modern retail markets and the growth of the retail sector in Bali. The IFAS and EFAS scores place UD Cece in Quadrant I of the IE Matrix, indicating a strong internal position and significant external opportunities. Based on the SWOT analysis, the recommended strategy for UD Cece is an aggressive growth strategy, particularly the Strength–Opportunities (S–O) strategy, by leveraging internal strengths to capture market opportunities in order to increase sales volume and expand carrot distribution networks sustainably.