Marketing strategy of sumardi farm's goat milk business in senduro district Lumajang regency

Abstract

Sumardi Farm's goat milk is business which produce goat milk located in Burno Village, Senduro District, Lumajang Regency, East Java. Goat milk will take directly by partners, namely UD Rumah Susu and more processing milk industry in various cities. This study aims to identification of internal and external factors in Sumardi Farm's goat milk business. Formulate better alternative marketing strategy suitable to internal and external conditions of Sumardi Farm's goat milk business. Analysis research method used by SWOT analysis. There are 8 alternative strategies formulated are increasing quality and quantity of products, managing the production process and making SOP, diversifying products, making brands or other forms of legality, holding semi-modern technology, make independent sales with internet marketing, promoting emphasis image and brand and segment the market according to purpose of business.