Rice Product Marketing Strategy in Wundulako District, Kolaka Regency (Case Study of Rice Milling PT. Griya Satria Mekongga)

Abstrak

Abstract This study aims to formulate marketing strategies for rice products at PT. Griya Satria Mekongga, a rice milling industry located in Wundulako District, Kolaka Regency. The research location was selected purposively, and data were collected through observation, interviews, and documentation. SWOT analysis was used as the analytical method. The results of the study reveal several effective marketing strategies. The S-O strategies include: (1) maintaining product quality by using premium raw materials, (2) leveraging the well-known brand of PT. Griya Satria Mekongga’s rice to expand market reach and increase market share, and (3) utilizing attractive rice packaging to enhance customer loyalty. The W-O strategies consist of: (1) enhancing promotional strategies by utilizing advanced technology and (2) emphasizing product quality to attract consumers, even in the presence of lower-priced competitors. The S-T strategies focus on: (1) ensuring the continuous availability of key raw materials and (2) overcoming geographical barriers to broaden product distribution. Lastly, the W-T strategies emphasize: (1) producing high-quality rice despite high production costs to remain competitive against lower-priced offerings from competitors.

Kata kunci

• Rice products: rice milling industry: PT. Griya Satria Mekongga: marketing strategy