Marketing Strategy of Strawberries in Karo Regency

Abstract

Strawberries are one type of fruit that has a high economic value and has many benefits. Karo Regency is the centre for strawberry commodities in North Sumatra Province with the highest production. The high production of strawberries in Karo Regency is constrained by the marketing process. This study aims to identify internal and external factors that influence the marketing of strawberries in Karo Regency and analyze marketing patterns as well as determine the best marketing strategy for strawberries in Karo Regency. Determination of the sample of farmers by purposive sampling, the number of samples is 30 strawberry farmers who are experienced in this farming. The analytical method used is the SWOT analysis. The results of this study conclude that the strawberry marketing strategy in Karo Regency is in quadrant I am an aggressive strategy (1.09: 0.855) and the strategy that can be applied is the SO strategy, which utilizes experienced human resources in agro-tourism areas such as visitor education sessions on how to plant strawberries, adopting screen house technology in strawberry cultivation, maintaining the quality of strawberries to keep prices high and attracting investors in the processing business. Keywords: Strawberry, Marketing pattern, Marketing strategy, SWOT .