Analisis Strategi Pemasaran Stroberi (Studi Kasus : Desa Barusjulu, Kecamatan Barusjahe, Kabupaten Karo)

Abstract

ANDRIEAN AZIZ with the thesis titled Analysis Strawberry Marketing Strategy (Study Case : Barusjulu Village, Barusjahe District, Karo Regency). (Under the guidance of MOZARD BAHAUDDIN DARUS as the Supervisor and SRI FAJAR AYU as the Examiner) Strawberries have significant commercial potential, thriving in suitable climates. Barusjulu Village in Barusjahe District, Karo Regency, boasts a climate perfect for strawberry cultivation. However, strawberry farmers in Barusjulu have limited partnerships with agents or wholesalers, restricting the distribution of their produce and narrowing their consumer reach. This research aims to identify the internal and external factors influencing strawberry marketing and to determine the most suitable marketing strategies. Utilizing SWOT analysis and the SWOT matrix, the study examines the internal and external marketing factors and identifies the optimal marketing strategy. Based on the SWOT matrix, an aggressive strategy, situated in quadrant I, is deemed most appropriate for strawberry marketing in Barusjulu Village. This approach involves maximizing strengths and capitalizing on opportunities to mitigate weaknesses and avoid threats