COPRA BUSINESS MARKETING STRATEGY IN SOUTH TEUPAH DISTRICT, SIMEULUE REGENCY

Abstract

The coconut plantation sector in Indonesia, especially in Simeulue Regency, has an important role in the regional economy, with copra as the main product. Despite having a wide market potential, coconut farmers in South Teupah District face the problem of fluctuations in copra prices affecting the stability of their income. This study aims to analyze copra marketing strategies using a SWOT analysis approach. The results of the analysis show that despite significant market opportunities, internal weaknesses such as uncompetitive pricing and less effective promotional strategies are major challenges. Therefore, it is recommended that manufacturers improve their promotional systems through digital marketing, improve product quality through training and certification, and introduce product diversification to reduce dependence on dry copra. The implementation of the Turn Around strategy is expected to maximize opportunities and increase the competitiveness and sustainability of the copra business in this area.