Strategi Pemasaran Melon di Kabupaten Sragen

: This research aims to determine the internal and external factors the marketing of melon, formulate alternative strategies, and determine priorities in marketing strategy of melon in Sragen Regency. This research used descriptive method. Research location is in subdistrict of Ngrampal and Tanon, Sragen Regency.The data used are primary and secondary. Analysis of the data used are (1) IFE Matrix and EFE Matrix, (2) SWOT Matrix, (3) QSP Matrix. The results showed marketing of melon in Sragen is less than optimal. The results show the analysis of the matrix IFE had a total weighted value of 2.895 indicates that the marketing of melon in Sragen strong enough internally to take advantage of the strengths and overcome weaknesses. The total value of the key external factors are weighted at 1.963. This is indicating that the melon farmer groups in Sragen has not been able to take advantage of existing opportunities in anticipation of an external threat. SWOT matrix produce several alternative strategies that its appeal will be determined on a matrix of 6,146 QSP is to establish marketing partnerships with retail or corporate agribusiness