Strategi Pemasaran Durian Sanggaran (Duriozibethinus M.) di Kecamatan Matesih Kabupaten Karanganyar dengan Metode Competitive Profile Matrix (Cpm)

Abstract

This research aims to identify critical success factor of internal andexternal, to formulate strategies alternative and to determine priority ofDurian Sanggaran marketing strategy in Matesih Sub-DistrictKaranganyar District. Research\u27s basic method is analytical descriptivemethod. Determination of Matesih Sub-District as the location of theresearch decided by purposive (on purpose). The type of data used are theprimary data and secondary data. Data analysis methods used (1)Competitive Profile Matrix (CPM) to identify critical success factors, (2)SWOT matrix to formulate an alternative marketing strategy DurianSanggaran, and (3 ) QSPM to determine priorities Durian Sanggaranmarketing strategy.The analysis showed that (1) The first ranking of local durian inMatesih Sub District based on the Competitive Profile Matrix analysis isDurian Sanggaran with a total score of 2.909 (2) The Alternativestrategies can be applied in the marketing of Durian Sanggaran inMatesih Sub-District Karanganyar Regency are: modify the product, makeimprovements durian stall traders, and forge partnerships withgovernments and financial institutions. (3) Priority strategies that can beapplied in the marketing of Durian Sanggaran in Matesih DistrictKaranganyar Regency is improving the durian stall traders.Key Words: Durian Sanggaran, Competitive Profile Matrix, SWOT,QSP