International Journal of Commerce and Management Research

International Journal of Commerce and Management Research


International Journal of Commerce and Management Research
International Journal of Commerce and Management Research
Vol. 8, Issue 3 (2022)

Marketing strategy of organic rice rice (Oryza sativa L.) in muhuran village, Kota Bangun sub district, Kutai Kartanegara Regency


Mursidah, Rita Mariati, Anastasia Embongbulan

Marketing strategy is the preparation of a comprehensive plan obtained through external and internal identification that can affect the marketing of organic lowland rice. The aim of this study was to determine the internal and external factors that affect organic lowland rice farming as well alternative marketing strategies for organic lowland rice in Muhuran Village, Kota Bangun sub District, Kutai Kartanegara Regency. The research was carried out from December 2020 to February 2021 in Muhuran Village, Kota Bangun sub District, Kutai Karatanegara Regency. The sampling method was carried out by purposive sampling. Data were analyzed using SWOT analysis. The results showed that the main strength is product development with a value of 78.50, and the main opportunity is customer selection with a value of 87.25. The closest strategic alternative is Strengths Opportunities (SO), which is to use strengths to take advantage of existing opportunities. The strategy is to maintain the quality of organic lowland rice in order to retain customers and enter a wider market segment, implement product innovation by utilizing existing technology, and request government assistance in increasing marketing activities and planning activities in developing the business. Identification of internal factors include capital structure, land area, rice quality, product development, type of planning, product capacity, planning ability, quality of human resources, transportation facilities, and promotion. Meanwhile, external factors are the ability to enter the market segment, use of technology, customers, government bureaucracy, policies regarding environmental economic and political conditions, customers, crop failure, product substitution, and the influence of fuel price increases.
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How to cite this article:
Mursidah, Rita Mariati, Anastasia Embongbulan. Marketing strategy of organic rice rice (Oryza sativa L.) in muhuran village, Kota Bangun sub district, Kutai Kartanegara Regency. International Journal of Commerce and Management Research, Volume 8, Issue 3, 2022, Pages 33-39
International Journal of Commerce and Management Research International Journal of Commerce and Management Research