ANALYZING MARKET PROPORTION AND MARKET POTENTIAL OF CENTER FOR AGRO-BASED INDUSTRY IN WEST JAVA AREA

Abstract

Center for Agro Based Industry (CABI) is the government institution which attached to the Agency for Studies on Policy of Environment Business and Industrial Standard, Ministry of Industry. In planning of business management the first step that must be taken by the company is analyzing the market potential based on the type of products, services, and the consumer buying power. Market potential is a measure or total value of the market or in the rupiah if everyone has willingness to the products/services and has the buying power. If the value of market potential has been known by the companies, hopefully the companies can increase the market share, because if the market shares of a company increasing, the income and profit of the company itself will be increase automatically. The goal of the market potential research is to know the market demand for services offered. After know the market demand of the companies, the next step is companies must make a good business strategic planning, because one of the factor that can make the company reach their goal is their business strategic planning. From the research, the value of market potential of CABI in West Java area is 57%. In order to get this value in real, CABI must make a good business strategic planning. Marketing mix and SWOT analysis is one of an effort to do the business strategic planning, and reach the goal of the companies.