Marketing strategy of crystal guava (Psidium Guajava L.) as an alternative opportunity community economic empowerment (Tanjung Anom Village, Pancur Batu District, Deli Serdang Regency)

Abstract

The research aims to: (1) describe internal (strengths and weaknesses) and external (opportunities and threats) factors and (2) describe guava marketing strategies as an alternative opportunity for community economic empowerment. The research area was in Tanjung Anom Village, Pancur Batu District, Deli Serdang Regency with 30 samples and used a SWOT analysis. The results show the calculation of the IFAS and EFAS matrices from internal factors, namely 3.00 obtained from the total number of ratings for strengths and weaknesses and for external factors, namely 2.80, which is obtained from the total addition of opportunity and threat factors. The results of the SWOT diagram show that guava is in an aggressive position in a favourable situation. The marketing strategy implemented is to improve product quality, strengthen cooperation with the government, maintain good relations with consumers, improve the quality of human resources at the operational level, increase product promotion and distribution, segment the market in order to maintain and expand existing markets, create new designs. so that consumers have many choices and increase production and marketing cooperation between similar business actors.