Research Paper
Year: 2022 | Month: June | Volume: 9 | Issue: 6 | Pages: 480-487
DOI: https://doi.org/10.52403/ijrr.20220651
Marketing Strategy on Cocoa in Aceh Tenggara Regency
Prastika1, Rahmanta2, Iskandarini2
1,2Master of Agribusiness Study Program on Faculty of Agriculture of University of Sumatera Utara.
Corresponding Author: Prastika
ABSTRACT
The management of cocoa products in Aceh Tenggara Regency is still traditional (85% of cocoa beans produced are not fermented) so the quality of cocoa is low. The importance of implementing the right marketing strategy to reach the right market and consumers, this study will analyze internal and external factors that are strengths, weaknesses, opportunities, and threats as well as formulate appropriate marketing strategies that can be applied by cocoa commodity farmers and other parties related. The location of this research was determined purposively or intentionally with the consideration that Aceh Tenggara Regency is a place that has the potential for cocoa marketing. Determination of the number of samples used in this study was purposive sampling, namely cocoa farmers with experience and capacity in this farming as many as 30 respondents in Babussalam District which is the centre of cocoa farming in Aceh Tenggara Regency. Strategy formulation in cocoa marketing in Aceh Tenggara Regency by SWOT analysis. a. Utilizing the experience of farmers, the availability of production results and the facilities and infrastructure owned to expand the market domestically and internationally with the best cocoa commodity prices (S1, S2, S3, O1, and O3). b. Take advantage of the experience of farmers, the state of the area and the facilities and infrastructure owned by taking advantage of the opportunities of natural conditions that support increasing production yields (S1, S3, S4, and O2). This strategy is a strategy in using the strengths of farmers to overcome threats, namely utilizing the experience of farmers, regional conditions and facilities and infrastructure owned by farmers to control pests and diseases as well as harvesting cocoa pods in increasing production (S, S3, S4, T1, and T2).
Keywords:Cocoa, Marketing Strategies, SWOT.
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