Analysis of Critical Success Factors in the Madura 3 Corn Seed Industry (Case Study at PT Giri Agro Raya Sejahtera Pamekasan) Abdul Azis Jakfar 1(a), Andri Wijanarko 2(b), Hery Purwanto 3(c)
1Departement of Agroindustrial Technology, Faculty of Agriculture, University of Trunojoyo Madura, Indonesia
2,3Departement of Economics, Faculty of Economics and Business, University of Trunojoyo Madura, Indonesia
Abstract. Competition in the corn seed business world is the central focus of this research. PT Giri Agro Raya Sejahtera (GARS), as a company/industry producing Madura-3 corn seeds, is yet to ascertain the Critical Success Factors (CSF) necessary for competitive prowess. This study aims to: 1. Identify business activities within the PT GARS seed industry, 2. Analyze the factors that constitute CSF in the corn seed industry. The research was conducted from July to December 2022. Both primary and secondary data were utilized. A descriptive method with a case study approach was employed, characterized by its qualitative nature. Data collection involved interviews and questionnaires. Vision and mission analysis, external and internal analyses, as well as SWOT analysis were conducted prior to identifying CSFs. Research findings reveal that the CSFs for the corn seed industry are as follows: (1) forming alliances with farmer groups potentially becoming consumers of corn seed products, (2) establishing strong relationships with Bulog (State Logistics Agency), major warehouses, and communities with significant corn seed demands, (3) maintaining an accurate and up-to-date market map, (4) proficient use of ICT in online sales and promotional activities, (5) a robust and extensive marketing network, and (6) an efficient corn seed inventory and distribution system.
