Strategy Marketing of Watermelon Commodity by UMKM in Langkat Regency to Facing the Asean Economic Community

Abstract

This research to find out how the marketing of Watermelon by Micro Small Medium Enterprises in Langkat Regency. Internal and external factors of marketing Watermelon, alternative strategy and strategic priorities set in marketing activities by MSME’s in Langkat Regency. This research was conducted in 5 districts and using SWOT Analysis Method. The results show that the strategy used is Quadrant I strategy (Aggressive Strategy), where this position is a very profitable position. A business that has the opportunity and power so that it can take advantage of the opportunities that exist to the fullest. This strategy supports aggressive growth policies and suggests a growth-oriented strategy to take advantage of the favorable situation. What UMKM can do in implementing this aggressive strategy is to take advantage of the high productivity and demand for watermelon so that MSMEs continue to do an important aspect in order to continue marketing with the help of existing marketing institutions.