Research Article
Marketing Strategy Formulation on Rubber Plantation in Kampar District, Riau Province
@INPROCEEDINGS{10.4108/eai.27-7-2021.2316866, author={Shorea Khaswarina and Evy Maharani and Yeni Kusumawaty and Kausar Kausar}, title={Marketing Strategy Formulation on Rubber Plantation in Kampar District, Riau Province}, proceedings={Proceedings of the 4th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2021, 27-28 July 2021, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICE-BEES}, year={2022}, month={3}, keywords={rubber marketing internal factor external factor swot matrix qspm}, doi={10.4108/eai.27-7-2021.2316866} }- Shorea Khaswarina
Evy Maharani
Yeni Kusumawaty
Kausar Kausar
Year: 2022
Marketing Strategy Formulation on Rubber Plantation in Kampar District, Riau Province
ICE-BEES
EAI
DOI: 10.4108/eai.27-7-2021.2316866
Abstract
Tambang district is one of the districts that produce natural rubber in Kampar regency. Marketing system of these rubber commodities in the district mines has not been well-organized, because it was still through an intermediary institution that is collecting merchants and large traders.The purpose of this research is to formulate a marketing strategy for the marketing of rubber can be more efficient, so there are improvements in the rubber marketing system and benefit the rubber farmers. Analysis of the data used in this researchuses a descriptive analysis of qualitative and stage strategies, which are matrix IFE and EFE, SWOT matrix and QSPM.The data retrieval process is done with observation and interviews. The results showed that there were 3 strengths and 6 weaknesses and on external factors there were 2 chances and 4 threats. From the results of IFE matrix and EFE obtained score of 3.2 and 3.34. The recommendation of the rubber marketing strategy gained from the QSPM analysis results in improving the quality of rubber sold by the application of standardization and grading to increase rubber prices, re-enable farmer group activities, Increasing the participation of farmer groups as a means of extension, education, introduction of fund technology access to capital.