Abstract:
Strategy is an important tool in achieving business objectives, including marketing strategy. The Kremes Cap Komodo agroindustry in Sukasenang Village, Sindangkasih District, Ciamis Regency, faces marketing challenges due to intense competition from numerous similar food agroindustries. This study aims to: (1) Identify internal factors (strengths and weaknesses) in the marketing of Kremes Cap Komodo. (2) Identify external factors (opportunities and threats) in the marketing of Kremes Cap Komodo. (3) Formulate appropriate marketing strategy alternatives. The method used is a case study with a qualitative descriptive approach. Data collection uses primary and secondary data. It involves 5 respondents consisting of owners, workers, and consumers. Data analysis uses the SWOT method with IFAS and EFAS matrices. The results of the study show that the main strengths of this agroindustry are its strategic production location and more affordable product prices compared to competitors (score of 0.52). The weaknesses faced include limited capital and dependence on regular customers (score of 0.52). The main opportunities come from consumer trust and trader support in expanding the market (score of 0.52), while the main threats are competition from similar products and the abundance of other food alternatives (score of 0.52). The SWOT analysis places this agroindustry in quadrant I, which indicates the need for an aggressive strategy to take advantage of existing strengths and opportunities. The recommended strategy is the S-O (Strengths-Opportunities) strategy, which is to maintain and improve product quality and quantity, utilize merchant support to expand marketing, and use technology as a promotional medium with the support of a skilled workforce. It is hoped that this strategy can increase the competitiveness and sustainability of Kremes Cap Komodo marketing in the future.
