Adriafirna, Regina Ayu Septia (2026) Kinerja Perusahaan dalam Pemasaran Pupuk pada PT Petrokimia Kayaku Gresik. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Fluctuating fertilizer sales and various marketing risks have become challenges for PT Petrokimia Kayaku Gresik in improving the effectiveness of its business strategy. These conditions highlight the need for a comprehensive performance evaluation as a basis for formulating appropriate business strategies. This study aims to analyze fertilizer sales trends, identify marketing risks, and evaluate the company's performance using the Balanced Scorecard approach. The research was conducted at PT Petrokimia Kayaku Gresik using a descriptive method with quantitative and qualitative approaches. Data were analyzed using linear trend analysis, Bow-Tie Analysis, and the Balanced Scorecard. The results indicate that fertilizer sales volume fluctuated during the 2022–2024 period. The dominant risks identified were financial risk, market risk, and business risk, which were categorized as high, while operational risk was classified as moderate. The Balanced Scorecard assessment showed that the company's overall performance was categorized as good. The findings are expected to provide a basis for improving business strategy effectiveness, minimizing marketing risks, and enhancing the company's sustainable competitiveness. Keywords: Balanced Scorecard, Bow-Tie Analysis, Company Performance, Linear Trend, Marketing Risk.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | regina ayu septia adriafirna | ||||||||||||
| Date Deposited: | 06 Jul 2026 07:23 | ||||||||||||
| Last Modified: | 06 Jul 2026 07:28 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54653 |
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