Determination Of Marketing Strategy Of Hydroponic Curly Lettuce (Lactuca sativa L.)

Abstract

In running its business, PT Indigen Karya Unggul faces marketing problems, namely the emergence of similar competitors and there are still returned products from several partners. This affects the promotion and sales of hydroponic lettuce so that it is necessary to formulate a marketing strategy for sustainable business development. The purpose of the study was to identify marketing conditions, analyze the internal and external environment in marketing activities, and formulate a marketing strategy for the development of hydroponic lettuce businesses. The research method used a descriptive approach and mix method which was analyzed with the IFE, EFE, IE, SWOT, and QSPM matrices. The results of the study were 1) The lettuce marketing route is divided into 4 routes; lettuce is distributed to several vegetable stalls, horeka, and Mirota Pasar Raya; 2) The main strength factor is the image of fresh lettuce products and guaranteed quality while the main weakness factor is the quantity of lettuce shipments adjusts to the results; The main opportunity factor is gaining customer loyalty, while the main threat is that there are still product returns. 3) IE matrix analysis shows the company's growth position and QSPM analysis produces the strategic priorities proposed in this study, namely creating and increasing the frequency of hydroponic lettuce promotions on the company's social media accounts to increase demand.