DefinePK

Abstract

Cocoa is one of the important plantation commodities that plays a significant role in Indonesia's economy. CV. Putra Mataram is an industry in Polewali Mandar, South Sulawesi, that processes cocoa into Macoa chocolate products. The challenges faced by the company in developing Macoa chocolate products include its less strategic geographic location, limited labor during production and marketing, inadequate production equipment for small businesses, insufficient funding for large stock procurement, numerous competitors for Macoa chocolate products, lack of continuous supply of fermented cocoa beans, rising raw material costs, and unpredictable weather. This study aims to analyze appropriate alternative strategies and prioritize them for marketing the \Sago One" (sago flour) product at CV. Podomoro Makassar. This study used SWOT analysis and QSPM. The study shows that the appropriate marketing strategies for the "Sago One" (sago flour) product at CV. Podomoro Makassar are derived from the IE Matrix, aligning with Cell I with weighted scores from the Internal Factors Analysis Summary (IFAS) and External Factors Analysis Summary (EFAS) matrices, scoring 3.16 and 3.17, respectively. This positions CV. Podomoro Makassar in the Grow and Build quadrant, generating 4 alternative strategies. SO Strategies: Improving the quality of marketed sago flour, expanding partnerships with businesses in the pastry and meatball stalls industries that use "Sago One" flour as a blend in their products, and increasing sago flour production capacity for sale. WO Strategies: Increasing promotional activities and maximizing the use of information technology for product marketing, utilizing government training for sago flour product development. ST Strategies: Establishing strong collaborations with suppliers for sustainable business development, processing sago flour as a raw material into processed products. WT Strategies: Providing training/support for sago farmers to enhance the quality of produced sago, and increase consumer awareness of the health benefits of sago flour (gluten-free, easy to digest). The prioritized strategy is derived from the SO alternatives, with a Total Attractiveness Score (TAS) of 5.17. These SO strategies can be implemented concurrently, mutually reinforcing each other, to support CV. Podomoro Makassar in marketing the "Sago One" product effectively. The three strategies can be implemented simultaneously as they support one another to assist CV. Podomoro Makassar in marketing the "Sago One" product.