Marketing strategy of dried mango

Abstract

This research has purposes for identified and determine marketing strategy of Taci Kembar. Taci Kembar is company which processing fruit, especially mango become dried mango and located in Cirebon City. This research is qualitative descriptive with quantitative analysis. The analysis tools used SWOT (strength-weakness-opportunity-threat) analysis which has function is to identifier of various factors and QSPM (quantitative strategic planning matrix) which has function is to determination of alternative strategy. The result in this research shows that SWOT analysis which got from internal factors (marketing, production, finance, and management) and external factors (economic, environment and social, technology, and competitive) got four strategies that are maintain of product’s quality (S-O), buy a machine for effectivity (W-O), widening of marketing network (S-T) and do a contract with mango’s farmer (W-T). While, according to QSPM analysis the final result that strategy alternative has highest attractive score and can to applicate in Taci Kembar is widening of marketing network strategy.