Analisis Kelayakan Finansial dan Strategi Pemasaran Bambu di Kota Binjai

Abstract

Utilization of forest resources must be done wisely to improve community welfare. The use of non-timber forest products (NTFPs) is still limited, even though NTFPs such as bamboo have great potential for improving the economy and welfare of communities around the forest. Analysis of the financial feasibility and marketing strategy of bamboo in Binjai City is an important step to developing regional economic potential through bamboo products, with the aim of increasing market knowledge and interest in these bamboo products. The aim of this research is to analyze the financial feasibility of bamboo marketing and the marketing strategy for bamboo as a craft in Binjai City. This research method uses financial feasibility analysis, namely NVP, BCR, and IRR, as well as SWOT analysis. The research results show that the analysis shows that financial feasibility is based on an interest rate of 5.17%, with an NPV value of Rp. 8,098,865, a BCR of Rp. 1,377, and an IRR of 106.433%. So based on the results of the financial feasibility parameters, namely NPV, BCR, and IRR, it is concluded that it is feasible to continue and develop. Apart from that, identifying internal and external factors, SWOT shows that the position of the marketing strategy for bamboo as a craft in Binjai City is in quadrant three (III), or in a position that supports the WO (weakness opportunity) management strategy, where the management conditions of the area have opportunities. Despite facing weaknesses in marketing bamboo, developers still have opportunities from an external perspective. The strategy that must be implemented is to minimize internal problems so that they can achieve greater opportunities through strategic planning and strong and binding policies.