Marketing Development Strategy for Grapes of Hani Farm in Tangkerang Labuai Subdistrict Bukit Raya District Pekanbaru City

Abstract

Hani Farm vineyard was one of the vineyards in Pekanbaru City which is well cultivated and had produced products for commercial purposes. The aim of this research was to analyze the business profile and formulate a strategy for developing grape cultivation at the Hani Farm Vineyard business in Tangkerang Labuai Village, Bukit Raya District, Pekanbaru City. The method used in this research was the survey method. This research was located in Tangkerang Labuai Village, Bukit Raya District, Pekanbaru City. The respondents for this research consisted of 1 business owner and 2 employees taken by census. The data analysis used was descriptive analysis and SWOT analysis. The Hani Farm Vineyard was able of produced approximately 105 kg of grapes per harvest season in March and August, so it can be calculated that in a year this business can produce 210 kg of grapes per kilo with the Trans variety as the variety that produced the most grapes every year.  Based on the IFE and EFE Matrix, grape farming was in quadrant I. Using SWOT analysis, the strategy used was the SO strategy, where to be able to develop the business further, business actors must expand their marketing network in various forms, starting from online and offline, developing innovation to make processed products. from grapes in order to reduce the decline in consumer interest, and increase partnerships between grape farmers, especially in the Pekanbaru area.