MARKETING STARTEGY OF COPRA IN INDRAGIRI HILIR REGENCY RIAU PROVINCE

The problem facing the copra business is fluctuating copra prices in the market, resulting in small profits for entrepreneurs and farmers. Fluctuations in copra prices are an obstacle due to inefficient marketing of copra, this is due to the large number of intermediary traders who act as marketers, and farmers only as price takers. This study was conducted with a qualitative and quantitative descriptive analysis. The overall score of the IFE Matrix for Copra Marketing Strategy is 2.7742 and the EFE Matrix score is 2.5546. Based on the IE matrix, Indragiri Hilir Regency Copra is in moderate inside and outside positions, namely 2.7742 and 2.5546, which means the company is in the 'V' quadrant. Strategies derived from the SWOT analysis include: 1) IT-based market development to provide greater access to market share; 2) service improvement through a customer relationship management (CRM) system that integrates processes, people and IT; 3) improvement of vehicles and infrastructure services; 4) opening opportunities for collaboration/collaboration with research institutes, government and the private sector in the field of waste management, so that they are more productive and have salable value, 5) developing the quality of human resources, production capacity and infrastructure and reducing distribution channels; 6) development of a competitive business strategy, intensification of land functions and cooperation with partners