Abstract:
REZZA RAHAYU, 2025. Marketing Strategy Of the Glass Chips Agroindustry in Sukamulya Village, Baregbeg Subdistrict, Ciamis Regency (A Case Study on the Glass Chips Agroindustry of Mrs. Nani), under the supervision of SAEPUL AZIZ and MOCHAMAD ARIEF RIZKI MAULADI.
Mrs. Nani’s glass chips agroindustry is one of the local food enterprises located in sukamulya village, Baregbeg subdistrict, Ciamis Regency, with considerable potential for development but facing challenges in expanding its market reach and ensuring business sustainability. This study aims to analyze the internal and external factors that influence appropriate marketing strategies. The research employed a descriptive qualitative method with a case study approach. Data were obtained through in-depth interviews ant direct observation involving one business owner, two workers, and two consumers, and were analyzed using a SWOT framework to map strengths, weaknesses, opportunities and threats. The findings reval that the enterprise’s strengths include an easy production process, high product durability, and affordable process. Weaknesses comprise simple packaging, the risk of damage during distribution, and suboptimal promotional efforts. Opportunities include a strategic location, online marketing potential, and products unaffected by weather, while threats involve marketing potential, and products unaffected by weather, and unstable raw material prices. Recommended strategies consist of improving bulk packaging, strengthening business communication, organizing distribution systems, and optimizing social media use alongside packaging innovation to enhance competitive and build customer loyalty.
Keywords: Agroindustry, Glass Chips, Marketing, Marketing strategy, SWOT.
