Marketing Strategic and Competitive Positioning of Palm Sugar Business development

Abstract

The palm sugar business is one of the promising businesses because the product demand is high. However, the majority of this business is still traditional managed caused by lack of knowledge and skills and lack of government attention to improving this business area. This study aimed to analyze the marketing strategic and competitive positioning of the palm sugar business at the community around the Forest Education of Hasanuddin University Makassar. The research framework is adapted from Osterwalder’s business model framework (Business Model Canvas) with the nine elements (customer segments, value propositions, channels, customer relationship, revenue streams, key resource, key activities, key partnerships, dan cost structure). In-depth interviews method was select to identify the business model in the nine elements. To ensure business development strategy, Internal Factor Analysis Summary-IFAS and External Factor Analysis Summary-EFAS were calculated. The analysis of the Business Model Canvas and IFAS-EFAS indicates that maintaining good relationship with the customer is a key to success. However, it is important to propose a unique value proportion according to the actual needs of consumers.