Strategi Pemasaran Ledre di Kabupaten Bojonegoro

Abstract

: This research aims to identify strengths, weaknesses, opportunities, and threats, formulating alternative marketing strategies, and determine the priority strategies that can be applied in marketing ledre in The Regency of Bojonegoro . The basic method used of this research is analytical descriptive method. The data was obtained from key informan using interview and observation technique. The analysis methods used are IE Matrix analysis, Strenght, Weakness, Opportunity, and Threat (SWOT) analysis, and Quantitative Strategic Planning Matrix (QSPM) analysis. Results of the research showed that the marketing of agro-industries ledre in The Regency of Bojonegoro has the greatest strenght in the sense of products that are tasty and varied, the biggest weakness is the lack of professional worker in marketing, while the greatest opportunity is the trust of consumers toward the products , and the biggest threat is the fluctuation of quantity, quality, and price of bananas as the main of ledre's ingredients. The alternative marketing strategy that is resulted of this research are the strategy of increasing market penetration by leveraging government support, making the packaging design according to the season, establishing cooperation with other fellow manufacturers in the form of group, training of finance and marketing management, keeping the quality of market's preferences, pricing strategies to increase the power of the manufacturers, expanding the market of products through the online media, providing the facilities of ledre center market which is easy to reach of consumers and producers. The priority strategy that is compactable to marketing of ledre in The Regency of Bojonegoro is a pricing strategy to increase the power of the manufacturers