Marketing Strategy for Local Superior Commodities and Regional Economic Contributions, Indonesia

Author

Dr. Senny Luckyardi, M.M. Sri Supatmi, S.Kom.,M.T., D.Sc Prof. Dr. Lia Warlina, M.Si, Ir

Abstrak

To boost the development of a regional agricultural sector, a wider scope of superior commodities can be used. It certainly would contribute a lot to regional and national economic sustainability. Therefore, the stakeholders need to formulate an effective and efficient marketing strategy to balance the supply and demand of agricultural products and improve farmers’ welfare. Marketing strategies in each country were differently influenced by several factors ranging from geography, politics, and people’s consumption patterns. This study compares the marketing strategies for leading agricultural commodities in Indonesia and Uzbekistan to obtain a new formula for marketing agricultural products. Uzbekistan is considered one of the countries in Central Asia that has a lot in common with Indonesia, especially in the agricultural sector, and vice versa. This study aims to develop a marketing strategy for enhanced regional commodities and see how significant the economic contribution of the Garut region is on a national scale. The Literature review is used as a research method. We also conducted a case study and field survey in the Garut region, one of the agriculture centers in Indonesia. The results also indicate that a marketing strategy can boost the economy of a specific area. It can be useful for local governments and business entities when developing effective strategies to deal with the national economy and for monitoring of farmer effectiveness.