Strategi Pemasaran Buah Lokal (Studi Pada Toko Bolang Buah Binjai)

Abstract

Indonesia is an archipelago which has been known as a country that has a diverse biological resources mainly vegetation. No wonder if Indonesia is also known as an agricultural country that is predominately dwellers that worked in agriculture or plantation and one of the commodities produced by Indonesia from this sector are fruits. Along with the increasingly high number of population growth in Indonesia, the demand for the fruit is also increasing. It eventually forced the seller of fruit in Indonesia to import fruit to meet the needs of their fruits. The emergence of imported fruits is forcing local fruit producers to be able to continue to increase its production in favor of rival imported fruits are there in Indonesia particularly in the town of Binjai. So that needs to be done in order for local fruit marketing strategy merchants can fruit growing. This research aims to conduct a study of marketing strategies of local fruits in Binjai one Cargo of fruit Shops of the city. So the researchers chose the title of study namely "local fruit marketing strategies (Study On Cargo Store Fruit City)". This research is qualitative research with the descriptive approach. This research was conducted at its cargo of fruit that is located on Jalan Binjai Pioneer tax Independence Morning Garden pepper, Binjai from March-June 2017. As for the subject of his research is the business owners and employees of the shops of the city as well as its object its cargo of fruit are the consumers who buy fruit in stores Cargo Fruit Binjai. Methods of data analysis is the SWOT analysis which uses a matrix of IFAD and EFAS. Based on the results of the SWOT analysis, the position of local fruit traders in quadrant I, where local fruit traders have internal strength values of 1.3 and value opportunities amounting to 1.1. So that value then may be the right strategy i.e. strategy SO i.e. strategies that maximize strength on opportunities and supported with alternative strategies that can be used as a reference and consideration to develop and maintain the existence of the local fruit market in order to remain superior in fruit that is in the town of Binjai.