Analysis of ginger marketing strategy in Karanganyar Regency, Indonesia

Setyowati* and F Widadie
Department of Agribusiness, Sebelas Maret University, Jl. Ir. Sutami 36 A, Kentingan, Surakarta, 57126, Indonesia
*Corresponding author:

Abstract. This study aims to analyze marketing strategies for ginger farmers, identify and analyze the external and internal environments that affect the marketing of ginger and formulate marketing strategies for the development of ginger marketing in Karanganyar Regency. Ginger is one of the plants that can only grow in the tropics. Ginger rhizomes, especially those harvested at a young age do not last long are stored in warehouses. For these reasons, the processing is needed as soon as possible so it remains fit for consumption. To get quality ginger rhizomes, ginger is harvested at the age of not too young nor too old. The analysis used the SWOT matrix, IE Matrix, and QSP Matrix. An analysis of the external and internal environment used IFE and EFE matrix. In this research, alternative strategies that can be applied in marketing ginger in Karanganyar Regency are: 1) SO Strategy: maintaining quality and increasing quantity of ginger, optimizing farmer institution to build partnership with supplier and consumer, 2) WO strategy: improving knowledge and skills and generate interest in the cultivation of ginger, provision of adequate facilities and infrastructure for the continuity and smoothness of production activities, 3) ST strategy: expanding the network marketing and approach to consumers, maintaining consumer confidence with quality and continuity of products, 4) WT Strategy : improving the efficiency of ginger distribution, increasing the adoption rate of farmers technology in ginger cultivation. The result of QSP matrix analysis showed the strategy that can be applied is to improving the quality of producer human resources through the optimization of the role of the related offices to improve the knowledge and skills and increasing the interest to the cultivation of ginger.