Alternative Marketing Strategy of Arrowroot Sweet Potato in Kulonprogo Regency, Special Province of Yogyakarta

Sebelas Maret University, Jl. Ir. Sutami No.36, Surakarta, Central Java 57126, Indonesia Tel/Fax (0271) 637457

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Abstract

During the post-pandemic period, local food potential received special attention as an effort to maintain food security. One of the local food potentials is arrowroot sweet potato, commonly grown in rural areas as food reserves in the lean season. The development of the potential of arrowroot tubers in realizing food security is inseparable from the product marketing activities themselves involving various stakeholders, so this study aims to identify the formulation of internal and external problems faced by the arrowroot tuber industry and determine alternative relevant marketing strategies. The basic research method is descriptive. The method of determining the research location was carried out purposively in Kulonprogo Regency, Yogyakarta. Determination of informants using the snowball method. Key informants of this study are arrowroot sweet potato farmers, arrowroot sweet potato business owners, competitors, consumers, marketing intermediaries, trade offices, and UMKM cooperative offices. The method of determining key informants is done purposively. The data analysis method used is the IFE and EFE matrix, Grand Strategy matrix, and SWOT matrix. The results showed that the internal factors and external factors that have the most influence on arrowroot tuber business development are good natural resource management (strengths), lack of business capital availability (weaknesses), market development and expansion (opportunities), and high business competition (threats). IE matrix analysis shows the position of the arrowroot tuber business is in quadrant II (grow and build).