The Marketing Strategy of Palm Sugar “Gu Sereen Noniludo Group” in Lareh Sago Halaban District, Lima Puluh Kota Regency
Keywords:
Consumers, Market Penetration, Product, SWOT Analysis
Abstract
Gu Sereen is a brand of sugar products made from coconut water which is cooked into granules. Gu Sereen products were launched by Noniludo Group in September 2019. Gu Sereen products are still relatively new and not widely known to the public, requiring a strategy in marketing. Efforts to get the right marketing strategy obtained from the identification of internal and external factors. This study aims to describe and analyze the marketing strategy of Gu Sereen Noniludo Group. The study was carried out from April to May 2020. Determination of the sample was purposive. Data were analyzed using SWOT analysis. The main advantage of the product is a quality product without preservatives. Gu Sereen has a major market opportunity, namely consumers who prioritize a healthy lifestyle. The most appropriate strategy to be applied is the market penetration strategy by maximizing promotion and market expansion. The results of the SWOT analysis produce 10 alternative strategies that can be chosen by the company. An alternative strategy that is prioritized by the company is collaborating with minimarkets and herbal stores that are strategically located to be able to reach potential consumers with a TAS score of 6.486.
Keywords: SWOT Analysis; Product; Market Penetration; Consumer
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Ahmad. (2020). Manajemen Strategis. CV. Mas Media Pustaka.
Anwar, A. D., Widyantari, I. N., & Simatupang, D. O. (2019). Analisis Strategi Pengembangan Usaha Komoditi Kemiri Lokal. Musamus Journal of Agribusiness (Mujagri), 02(01). http://ejournal.unmus.ac.id/index.php/agri/article/view/2305
Arnayulis, A., Putri, M. A., & Putri, I. W. (2019). Manajemen Risiko Pembiayaan Warung Mikro pada Bank Syariah Mandiri KC Payakumbuh. Journal of Agribusiness and Community Empowerment, 2(1), 18–27. https://doi.org/10.32530/jace.v2i1.62
Asmira, Muin, R., & Hindi, M. A. (2021). Strategi Pemasaran Gula Aren dalam Meningkatkan Kesejahteraan Masyarakat di Masa Pandemi Covid-19 (Studi kasusu Desa Mambu Kecamatan Luyo Kabupaten Polman). Journal Peqguruang: Conference Series, 3(1), 445–449.
Azhar, I. (2020). The marketing strategy for sugar palm (Arenga pinnata) by people around the protected forest aren HPHTI of Toba Pulp Lestari. In IOP Conference Series: Earth and Environmental Science (Vol. 454, Issue 1). https://doi.org/10.1088/1755-1315/454/1/012021
BPS. (2020). Kabupaten Lima Puluh Kota dalam Angka.
David, F. R., & David, F. R. (2017). Strategic Management (Concepts and Cases). In Strategic Management (Sixteenth). PEARSON. https://doi.org/10.1007/978-3-322-84457-6
Febiana, T. S., Hidayatin, S., Ardhani, A. D., Sumantia, B. Z. H., Wulandari, R., Junaidi, A., Ely, R., Rahmadi, L. S., & Fachrurrozy, D. (2020). Pengemasan dan Pemasaran Gula Aren (Arrenga Pinnata Merr) Menangis Angen Produksi Desa Senaru Dusun Tanak Bisa Kecamatan Bayan Kabupaten Lombok Utara Tahun 2020. Jurnal Warta Desa, 2(1), 129–134.
Filiani, W., Yelfiarita, & Veronice. (2021). Komparasi Nilai Tambah Gula Aren dan Gula Semut di Keompok Tani Mutiara. Jsa_Jurnal Sains Agribisnis, 1(2), 75–92.
Gobel, J., Indriani, R., & Boekoesoe, Y. (2020). Sistem Pemasaran Gula Aren Di Kecamatan Atinggola Kabupaten Gorontalo Utara. AGRINESIA: Jurnal Ilmiah Agribisnis, 5(1), 73–80. https://ejurnal.ung.ac.id/index.php/AGR/article/view/11819
Gumelar, G. R., Magdalena, M., Widiastuti, D., & Marthen, A. I. (2021). Strategi Pemasaran Bakso Ikan Binaan IFAD di Kabupaten Merauke. Musamus Journal of Agribusiness (Mujagri), 4(1), 26–34.
Huda, A. M., & Martanti, D. E. (2018). Pengantar Manajemen Strategik. In Jayapangus Press Books.
Indrawan, A. T. (2020). Analisis Usaha dan Pemasaran Agroindustri Gula Semut Aren di Desa kekait, Kecamatan Gunung Sari Kabupaten Lombok Barat. Universitas Mataram.
Kotler, P., & Keller, K. L. (2006). A Framework For Marketing Management. Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Pearson.
Malamassam, D. (2020). The Management Model for Sugar Palm in Educational Forest of Universitas Hasanuddin. IOP Conference Series: Earth and Environmental Science, 486(1), 0–7. https://doi.org/10.1088/1755-1315/486/1/012108
Meliana. (2019a). Strategi Pemasaran Usaha Kecil Menengah Gula Merah Aren di Kecamatan Malangke Kabupaten Luwu Utara. In [Skripsi] Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Negeri (IAIN) Palopo.
Meliana. (2019b). Strategi Pemasaran Usaha Kecil Menengah Gula Merah Aren di Kecamatan Mangke Kabupaten Luwu Utara [repository.iainpalopo.ac.id]. http://repository.iainpalopo.ac.id/id/eprint/1517/1/skripsi full.pdf
Nurfadila, N., Prihantini, C. I., Erni, E., Samaria, S., & Erwin, E. (2021). Analisis Efisiensi Saluran Pemasaran Jambu Mete di Desa Rakadua, Kecamatan Poleang Barat, Bombana. Agrimor, 6(3), 121–126. https://doi.org/10.32938/ag.v6i3.1406
Pebriani, W. (2021). Analisis Pemasaran Gula Aren di Nagari Labuah Gunuang Kecamatan Lareh Sago Halaban Kabupaten Lima Puluh Kota. Universitas Andalas.
Pitasari, D. N., & Lena, M. (2021). Pendampingan Pemasaran Gula Aren Menggunakan Media Sosial Instagram di Desa Ujung Tebu Kabupaten Serang. Bantenese Jurnal Pengabdian Masyarakat, 3(1), 60–68. https://e-jurnal.lppmunsera.org/index.php/PS2PM/article/view/3608
Putri, B. R. T. (2014). Manajemen Pemasaran Modern. In Fakultas Peternakan, Universitas udayana. https://doi.org/10.1017/CBO9781107415324.004
Ritonga, H. M., Fikri, M., Siregar, N., Agustin, R. R., & Hidayat, R. (2018). Manajemen Pemasaran (Konsep dan Strategi).
Suliyanto, Novandari, W., & Suwaryo. (2019). How to Improve the Competitiveness of Palm Sugar? the Role of Technical Innovation. IOP Conference Series: Earth and Environmental Science, 255(1). https://doi.org/10.1088/1755-1315/255/1/012054
Warismayati, N. R., Ru’ya, H. U., Irawati, W., & Hairunnisa, B. N. D. (2020). Peningkatan Nilai Tambah Produk Olahan Gula Aren Melalui Inovasi Kemasan dan Pemanfaatan Media Sosial Sebagai Strategi Pemasaran di Desa Aik Bual Kecamatan Kopang. Jurnal SIAR ILMUWAN TANI, 1(1), 28–32. https://doi.org/10.29303/jsit.v1i1.8
Yani, D. R., Putri, M. A., & Nefri, J. (2018). Manajemen Persediaan Tepung Terigu dengan Metode Economic Order Quantity (EOQ) pada Perusahaan Roti Nikki Echo Payakumbuh. Journal of Agribusiness and Community Empowerment, 1(1), 21–27. https://doi.org/10.32530/jace.v1i1.24
Yudho, F. H. P. (2021). Peningkatan Mutu dan Pemasaran Gula Aren. Journal of Empowerment, 2(1), 150–161. https://jurnal.unsur.ac.id/je/article/view/1231
Published
2022-04-27
How to Cite
Sonata, S., & Putri, M. A. (2022). The Marketing Strategy of Palm Sugar “Gu Sereen Noniludo Group” in Lareh Sago Halaban District, Lima Puluh Kota Regency. Musamus Journal of Agribusiness, 4(2), 11-21. https://doi.org/10.35724/mujagri.v4i2.4212
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