Strategi Pemasaran Komoditas Bawang Merah (Allium ascalonicum L.) di Pasar Keputran Surabaya (Marketing Strategy of Shallot Commodity (Allium ascalonicum L.) in Keputran Market Surabaya)

Abstract

This study aims to analyze internal factors (strengths and weaknesses) and external factors (opportunities and threats) in the marketing of shallots in the Keputran Surabaya market, and analyze the marketing strategy of shallots in the Keputran Surabaya market. Based on the results of the research analysis, it can be concluded that the internal factors of the shallot commodity marketing strategy have 4 strengths (Strength) and have 4 weaknesses (Weakness) with an IFAS result of 0.46. For external factors, there are 3 opportunities (Opportunities) and 3 threats (Threats) with an EFAS result of 1.05. The results of the SWOT diagram analysis show that the shallot commodity marketing strategy is directed at quadrant I, which means doing it by utilizing the strengths to capture existing opportunities. An aggressive strategy is a strategy that leads to a profitable position for traders, by using strengths to achieve existing opportunities.