Marketing Strategy for Kemenyan (Styrax spp.) by Community Around The Protected Area HPHTI of PT. Toba Pulp Lestari

Abstract

Incense is a type of sap produced from kemenyan tree (Styrax spp.) by tapping the wood bark. Incense is one of the vegetative non-timber forests product which categorized to resins group that can be processed and utilized for various uses. The purpose of this study was to determine the marketing strategy of incense by the community around the protected area in PT. Toba Pulp Lestari concession. A SWOT analysis was applied to find the best strategy scenario. The analysis result recommends Strength-Opportunity (SO) is the best marketing strategy to be adopted.