STRATEGI PEMASARAN PRODUK STROBERI ORGANIK DI KELURAHAN RURUKAN I KECAMATAN TOMOHON TIMUR

  • Meilany R Lengkong
Keywords: Organic Strawberry, SWOT Analysis, Strategy, Product

Abstract

Organic strawberry enterprise is a business that managed by farmers in Rurukan I District, East Tomohon Sub-District. There are four farmers who do organic strawberry enterprises. The aim of this research is to develop appropriate marketing strategies for organic strawberries enterprises. The research by using SWOT analysis (Strength, Weakness, Opportunity, Threat) their product. The results of SWOT analysis showed that the strengths of the enterprise are the quality of product is organic strawberry and the enterprise location that can also be used as well as the marketplace of the product. The weaknesses of the enterprise are the product has not have the labels yet because of the shortage in capital and. The opportunities of the enterprise are differentiation of product, the location of enterprise, the other industry that using strawberries as their raw materials and beneficial for health. The threats of the enterprise are people tend to choose the product with labels and other local competitor fruits. The results of SWOT matrix analysis showed that the appropriate marketing strategies for organic strawberry enterprises in Rurukan I District, East Tomohon Sub-District are the product differentiation strategies, the promotion strategies, and the revenue growth strategies.

Published
2019-09-30
How to Cite
Lengkong, M. (2019). STRATEGI PEMASARAN PRODUK STROBERI ORGANIK DI KELURAHAN RURUKAN I KECAMATAN TOMOHON TIMUR. Jurnal Lasallian, 16(2), 77-82. Retrieved from https://ejournal.unikadelasalle.ac.id/lasallian/article/view/99
Section
Articles