Proceedings of the 3rd International Conference on Social Science, Humanity and Public Health, ICoSHIP 2022, 05-06 November 2022, Banyuwangi, East Java, Indonesia

Research Article

Marketing Strategies of Finely Chopped Tobacco in Bondowoso Regency

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  • @INPROCEEDINGS{10.4108/eai.5-11-2022.2326534,
        author={Ridwan  Iskandar and Nurul  Sjamsijah and Sofia Adie Kurniawati},
        title={Marketing Strategies of Finely Chopped Tobacco in Bondowoso Regency},
        proceedings={Proceedings of the 3rd International Conference on Social Science, Humanity and Public Health, ICoSHIP 2022, 05-06 November 2022, Banyuwangi, East Java, Indonesia},
        publisher={EAI},
        proceedings_a={ICOSHIP},
        year={2023},
        month={1},
        keywords={marketing strategy tobacco efficiency analysis swot ahp},
        doi={10.4108/eai.5-11-2022.2326534}
    }
    
  • Ridwan Iskandar
    Nurul Sjamsijah
    Sofia Adie Kurniawati
    Year: 2023
    Marketing Strategies of Finely Chopped Tobacco in Bondowoso Regency
    ICOSHIP
    EAI
    DOI: 10.4108/eai.5-11-2022.2326534
Ridwan Iskandar1,*, Nurul Sjamsijah1, Sofia Adie Kurniawati1
  • 1: Politeknik Negeri Jember
*Contact email: ridwan.iskandar@polije.ac.id

Abstract

It is suspected that finely chopped tobacco agribusiness in Bondowoso Regency does not have the right marketing strategy, so that the level of competition and marketing efficiency is low. Therefore, research that is able to formulate marketing strategies and priorities for its implementation is very necessary. The purpose of this research is to get an overview of marketing efficiency, formulate marketing strategies, and determine marketing strategy priorities. The method used is the analysis of marketing efficiency, SWOT and AHP. The results showed that the marketing of finely chopped tobacco in Bondowoso Regency was efficient. Marketing development strategies included product development with government assistance, market share expansion through partnerships, increased use of technology, pricing for certain products and agricultural cost efficiency. The main priority of the finely chopped tobacco marketing strategy was the strategy of expanding market share through partnerships with tobacco companies and product development with government assistance