Marketing Development Strategy for Gluten-Free Corn (Zea mays Var ceratina) at the UPT Lebo Food Crop and Horticulture Agribusiness Development, Sidoarjo

Naning Wulandari; Koesriwulandari; Ristani Widya Inti

Authors

Naning Wulandari Universitas Wijaya Kusuma Surabaya
Koesriwulandari Universitas Wijaya Kusuma Surabaya
Ristani Widya Inti Universitas Wijaya Kusuma Surabaya

Keywords:

Waxy Corn, Marketing Strategy, SWOT Analysis, Agribusiness

Abstract

Waxy corn (Zea mays var. ceratina) is one of Indonesia's local food commodities with considerable economic potential, driven by the growing consumer demand for alternative food products. However, the development of the waxy corn agribusiness continues to face several challenges, particularly in the marketing aspect. This study aims to analyze the current marketing conditions of waxy corn and formulate appropriate marketing development strategies at the Food Crops and Horticulture Agribusiness Development Unit (UPT PATPH) Lebo, Sidoarjo Regency. The research was conducted in December 2025 using a descriptive qualitative approach. The study site and respondents were selected through purposive sampling, involving six key respondents consisting of producers, distributors, traders, farmers, and consumers. Data were collected through observations, interviews, documentation, and literature reviews. SWOT analysis was employed to identify the internal and external factors influencing the marketing of waxy corn. The results showed that the total internal factor score was 3.10, while the external factor score reached 2.86. These results positioned the marketing of waxy corn in Quadrant I (SO) of the SWOT matrix, indicating a favorable business condition characterized by strong internal capabilities and substantial external opportunities. Therefore, an aggressive (SO) strategy is recommended by leveraging the product's superior quality, the availability of production facilities, and government support programs to expand market coverage, increase production capacity, and strengthen the competitiveness of waxy corn. The implementation of appropriate and sustainable marketing strategies is expected to enhance the development of waxy corn as a leading local commodity, thereby increasing farmers' income and strengthening the competitiveness of local agricultural products within the agribusiness sector.

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