Strategi Pemasaran Kakao di Kabupaten Aceh Tenggara

Abstract

The cocoa cultivation business that is developing in Southeast Aceh Regency with the problems experienced by farmers is the lack of market information about cocoa beans is the main obstacle faced by cocoa farmers in Southeast Aceh Regency. In addition, the ability of marketing strategies is still lacking. Sometimes cocoa farmers in Southeast Aceh Regency are not able to produce products with quality that matches the quality of market demands. The purpose of this study is to analyze what internal and external factors are the strengths, weaknesses, opportunities, and threats for cocoa marketing in Southeast Aceh District. To determine the cocoa marketing strategy in Southeast Aceh District. The research method used is SWOT analysis. The results of this study are the internal factors in the cocoa marketing strategy in Southeast Aceh Regency, namely the experience of farmers, availability of production results, regional conditions, facilities and infrastructure owned, marketing system, price information, and low quality of cocoa. External factors on cocoa marketing strategy in Southeast Aceh Regency are domestic and international markets, supportive natural conditions, cocoa commodity prices, pests and diseases, and fruit theft. Based on the IFAS and EFAS matrices, the IFAS score is 1,75 which is located in the strength quadrant and EFAS is 2,10 which is located in the first quadrant (growth). The strategy applied in this condition is to support aggressive growth policies.