STRATEGY TO IMPROVE FRUIT PRODUCTION MARKETING THROUGH SWOT ANALYSIS IN SOUTH SULAWESI PROVINCE

Abstract

This study aims to analyze strategies for increasing the marketing of fruit production through a SWOT analysis in South Sulawesi Province. The commodities of interest include durian, avocado, Siamese orange, mango, and papaya, which have development potential but face various marketing challenges, such as production fluctuations, limited market access, capital, market information, promotion, and the use of digital technology. The study uses a descriptive quantitative approach with a SWOT analysis using the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices. The research locations include Luwu, North Luwu, Enrekang, Takalar, and Gowa Regencies. The analysis results show that Luwu, Enrekang, and Takalar Regencies have internal and external conditions that support the implementation of an aggressive strategy, namely utilizing internal strengths to optimize external opportunities. Meanwhile, North Luwu and Gowa Regencies require a turnaround strategy by addressing internal weaknesses to optimally utilize market opportunities. Recommended standardization strategies include optimizing the role of Village-Owned Enterprises (BUMDes), digitizing BUMDes, strengthening human resources, expanding market access, and implementing digital marketing by business actors. This strategy is expected to increase marketing efficiency, expand consumer reach, increase competitiveness, and support the sustainability of fruit production marketing in South Sulawesi Province.