ANALISIS STRATEGI PEMASARAN JERUK PASAMAN

Abstract

This study aims to determine the strategies that should be carried out by Labuh Lurus II Farmers Group in carrying out their business by considering the internal and external conditions faced by the group. This research is a type of qualitative descriptive research. The subject of this research was Labuh Lurus II Farmer Group, Pasaman Subdistrict. Data sources are primary and secondary data. Collecting research data through documentation and interview methods. The results showed that the strengths were 1.95 and weakness 1.70 while the opportunity value was 1.80 and treats were 1.65. Then the suggested strategy is to be implemented by Labuh Lurus II Farmer Group, which is to support aggressive strategy policies by: 1) Filling and increasing available market opportunities and maintaining them by doing good promotion, 2) Utilizing technological advances for product development, 3) increasing product quality.