Strategi Pengembangan Pemasaran Kelapa Dalam (Cocos Nucifera Lin) Di Desa Igal Kecamatan Mandah Kabupaten Indragiri Hilir Provinsi Riau

The plantation sector in Indragiri Hilir Regency is one of the economic backbones for the community. The lack of information on prices received by farmers and the market structure which is still oligopoly are the main problems for farmers in marketing their coconuts today. This study aims to analyze (1) the characteristics of farmers and the profile of deep coconut farming, (2) the activities of the deep coconut marketing mix, (3) internal and external factors that influence marketing and, (4) marketing development strategies. This study uses a survey method in Igal Village, Mandah District, Indragiri Hilir Regency from February to September 2021. The data analysis in this study is qualitative and quantitative descriptive analysis and SWOT analysis. The results of the study: (1) the characteristics of farmers and traders are at a productive age, namely 59 years for farmers and 50 years for traders. The average level of education of farmers is 9 years and that of traders is 10 years. 29 years of experience as farmers and traders of collectors for 24 years. The average dependents of a farmer's family are 3 people and a collector's trader 4 people. Deep coconut farming in Igal Village has been carried out for generations, in the form of a small-scale individual business, with an average land area of 1.5 Ha and an average plant age of 20.34 years with a total production of 122.176 Kg. The average business capital for farmers is Rp.262,000 and traders are 4,338,000 with an average shipload capacity of 119 tons. The workforce used is labor in the family from harvesting to marketing. (2). There are two marketing mix points that must be utilized by farmers, namely product and location points. (3) The factors that influence the marketing of deep coconut in Igal Village are market location is easy to reach, have collectors, have their own transportation which are strengths for farmers and their weaknesses is that there is no price determination from the government, lack of price information and no product promotion besides the opportunities that farmers have are the high interest of coconut companies, having many derivative products, the high demand for coconut products in the export market and the threat that farmers have is the weak purchasing power of the population and oligopoly market structure. (4) The results of the SWOT analysis in this study are in quadrant I of the S-O strategy, namely a) Maintaining product quality in order to provide satisfaction to consumers and b). maintain a good cooperative relationship between farmers and traders to facilitate the market process. c). Utilizing a strategic location to increase marketing results by utilizing traders outside the village who offer coconut at a fairly high price