The Milk Marketing Strategy Formulation in The Dairy Cow Farmer Groups in Facing Competition
Keywords:
marketing strategy formulation, dairy farmers groups, IFE, EFE, SWOTAbstract
Dairy farmers in Batu face various problems from upstream to downstream. One of the main problems faced is the low selling price of milk and its benefits which results in the low level of welfare of farmers. This study aims to formulate marketing strategy choices that can be applied by dairy farmer groups in Batu City so that products have a higher value. The subjects of this research are the dairy farmers who sell their cow's milk to cooperatives in the form of raw cow's milk. The key informants in this study were four people who became the heads of the dairy farmers group. The sampling method uses judgment sampling. This research begins by analyzing internal and external factors that are in the environment of the farmers. The next step is to evaluate the marketing strategies that have been implemented by farmers. After analyzing using IFE, EFE, and SWOT matrices, the results of this study indicate that the recommended marketing strategies for dairy farmers are the future integration strategy, market penetration strategy, market development strategy, product development strategy, and related diversification strategy.
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