Marketing Strategy for Sago One (Sago Flour) Products at CV. Podomoro Makassar

Abstract

CV. Podomoro Makassar is an industry based in Makassar, South Sulawesi, specializing in processing sago into sago flour products. The company has not been able to significantly increase the sales of its sago flour due to several challenges. The main issue faced by the company is experiencing fluctuations in sales and difficulties in expanding its business to improve sales through its marketing strategy. This study aims to analyze appropriate alternative strategies and prioritize them for marketing the "Sago One" (sago flour) product at CV. Podomoro Makassar. This study used SWOT analysis and QSPM. The study shows that the appropriate marketing strategies for the "Sago One" (sago flour) product at CV. Podomoro Makassar are derived from the IE Matrix, aligning with Cell I with weighted scores from the Internal Factors Analysis Summary (IFAS) and External Factors Analysis Summary (EFAS) matrices, scoring 3.16 and 3.17, respectively. This positions CV. Podomoro Makassar in the Grow and Build quadrant, generating 4 alternative strategies. SO Strategies: Improving the quality of marketed sago flour, expanding partnerships with businesses in the pastry and meatball stalls industries that use "Sago One" flour as a blend in their products, and increasing sago flour production capacity for sale. WO Strategies: Increasing promotional activities and maximizing the use of information technology for product marketing, utilizing government training for sago flour product development. ST Strategies: Establishing strong collaborations with suppliers for sustainable business development, processing sago flour as a raw material into processed products. WT Strategies: Providing training/support for sago farmers to enhance the quality of produced sago, and increase consumer awareness of the health benefits of sago flour (gluten-free, easy to digest). The prioritized strategy is derived from the SO alternatives, with a Total Attractiveness Score (TAS) of 5.17. These SO strategies can be implemented concurrently, mutually reinforcing each other, to support CV. Podomoro Makassar in marketing the "Sago One" product effectively. The three strategies can be implemented simultaneously as they support one another to assist CV. Podomoro Makassar in marketing the "Sago One" product.

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