COCONUT OIL MARKETING STRATEGY ANALYSIS

(study on the Home industry in the Sikka)

Muhammad Syahrun

ABSTRACT

This research analyzes the extent to which Home coconut oil industry located in the
town of Maumere Sikka is capable of running most of marketing in the face of competition
which is very competitive. Marketing Home run coconut oil Industry uses three analysis
tools which are: 1. a Swot Analysis with multiple stages, a). internal environmental factors,
b) external environmental factors. 2. The formulation of the strategy. 3. Implementation of
the strategy. Home coconut oil industry is a cottage industry to cultivate coconuts into
coconut oil products that can be marketed. Home Industrial development efforts in an
attempt to increase the competitiveness of the constraints suffered, both from a marketing
aspect as well as other achievements that do not fit with the vision, the Mission of the
industry. One form of marketing strategy that is capable of supporting in marketing
products to attract consumers and customers is the use of the concept of mix 4Ps (product,
price, place, promotion).

The results of this research show that there are some varibael that shows the
existence of external factors and internal factors in the marketing of coconut oil. Variables
external factors are: a). The opportunity: cheap raw materials, local market who have not
yet returned to its fullest in the population increased, creating new products, as well as
open up new business opportunities. b). Threat: the existence of competitors is increasingly
competitive, place and location marketing are strategic competitors, new products are
extremely variable, the incessant promotion of competition, as well as aspects of the higinis.
While the internal factors include: a). threat: cheap and affordable prices, manufacturing
process, have a product worth yg economical and competitive power, used for Economics
and health, and without preservatives. b). downside: coconut oil has a scent that awful,
didn't last long, it is not clear, the process of making traditional food, still in FRY will be
scented coconut oil.