Green marketing strategy for local specialty agro-industry development to support creative agro-industry

Abstract

Environmental problem including various aspects has become one of the central issues in industrial development such as in the agricultural industry. Thus, green nuance is not only implemented in the green production process, but also applied to the marketing aspect. Therefore, in order to meet business objectives, especially consumer demand, green marketing has now begun to be developed. This research was aimed to formulate a green marketing strategy that could be applied in the local specialty agro-industry development. This research employed a case study of local specialty at XYZ. The analysis was carried out by using SWOT matrix and Quantitative Strategic Planning Matrix (QSPM). The results of SWOT matrix analysis revealed six recommended strategies then analyzed using QSPM. The results of SWOT analysis on the IE matrix indicated that XYZ was at the level V (hold & maintain); in this level, the strategies that can be developed are market penetration and product development. The alternative strategies were obtained from the results of brainstorming with XYZ. There were 6 alternatives consisting of increasing efficiency of using raw material, maintaining efficiency of lighting energy, using eco-friendly plastic shopping bags, providing ISO 140001 training for employees, promoting the use of eco-friendly materials and actions, and encouraging innovation in eco-friendly production processes. The alternative strategies that obtained from the results of data processing by using QSPM indicated three highest priorities; the priorities consisted of promoting the use of eco-friendly materials and actions, providing ISO140001 training for employees, and increasing efficiency of using raw materials.