Marketing Strategy for “Biofarm” Liquid Organic Fertilizer

DOI

10.2991/iccd-19.2019.139How to use a DOI?

Keywords

LOF, marketing strategy, SWOT

Abstract

Increasing the production and the consumption of organic agricultural products requires the support of the availability of solid and liquid organic fertilizers. "Biofarm" is a trademark of liquid organic fertilizer (LOF) produced and marketed by PT Biosel Agrosolusi in collaboration with biotechnology experts at the University of Muhammadiyah Malang. One of the company's goals is to support increased production and welfare of organic farmers. The objectives of the study are: (1) Identify the factors of strength, weakness, opportunity, and threat of marketing "Biofarm" liquid organic fertilizer; and (2) Formulate a marketing strategy for "Biofarm" LOF. The formulation of marketing strategies is carried out by SWOT analysis. The IFAS assessment results reveals that the main strength of "Biofarm" is a good product quality and has five benefits. Meanwhile, the main disadvantages of "Biofarm" are less-known, less promotion, and limited distribution. The results of the EFAS assessment indicate that the main opportunity for marketing "Biofarm" is the regional organic agriculture development programs and awareness of consumption of organic products. Meanwhile, the main threat of "Biofarm" is the intense competition. The marketing strategy "Biofarm" is a strategy of SO (Strenght Opportunity) using the power to take advantage of opportunities. The study recommends the producers of "Biofarm" LOFto: (1) Extending cooperation with the local governments in the development of organic agriculture; (2) Cooperating with the Joint Farmers Group (Gapoktan) as a distributor in marketing "Biofarm" LOF; and (3) Utilizing online marketing media.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sutawi
AU  - Indah Prihartini
AU  - Budi Purnomo
AU  - Aniek Iriani
PY  - 2019/10
DA  - 2019/10
TI  - Marketing Strategy for “Biofarm” Liquid Organic Fertilizer
BT  - Proceedings of the 6th International Conference on Community Development (ICCD 2019)
PB  - Atlantis Press
SP  - 532
EP  - 535
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccd-19.2019.139
DO  - 10.2991/iccd-19.2019.139
ID  - 2019/10
ER  -