Sago Marketing Strategy in South Sulawesi

¹ Doctoral Program, Faculty of Agriculture, Universitas Gadjah Mada, Yogyakarta 55281, Indonesia
^2,3,4 Department of Socioeconomics, Faculty of Agriculture, Universitas Gadjah Mada, Yogyakarta, 55281 Indonesia

^* Corresponding author: srihastuty75@mail.ugm.ac.id

Abstract

Sago plays essential functions local food and raw material for agroindustry. Data for 2021 indicates that South Sulawesi produces 2,943 tonnes. The available market limited capacity and most the products are wet sago at comparatively cheap prices become issues of sago marketing. The purpose of this study to evaluate both internal and external factors and develop sago marketing strategy. In Luwu and North Luwu Regencies, this study carried out with 100 respondents consist of farmers, marketers, government, and academics. Field observations, FGD, questionnaires, interviews with respondents. After determining internal and external factors (IFE and EFE) in data analysis, sago marketing strategies are developed using SWOT. The research results show that the sago marketing position in quadrant 3, therefore the strategy, which includes; (i) changing facilities to support e-comerce, promotion and innovation products; (ii) changes in the economic institutional structure of farmers and business actors; (iii) changing infrastructure upgrading production facilities, machinery; (iv) transitioning from monoculture farming system to integrated farming; (v) changing human resource by enhancing the skills and expertise of farmers and processors; (vi)changing sago processing technology. The chosen strategic alternative is intended as guide for stakeholders involved in the growth sago marketing in South Sulawesi.