Building Competitive Advantage for Local Coffee Products in North Sumatra: A SWOT-Based Analysis of Digital Marketing and Value-Added Innovation
Keywords:
SWOT analysis; marketing management; agricultural products; local competitivenessAbstract
This study aims to analyze marketing management strategies for local agricultural products using the SWOT (Strengths, Weaknesses, Opportunities, and Threats) framework to enhance local competitiveness. A descriptive qualitative approach was employed using observations, semi-structured interviews, and documentation. The collected data were analyzed by identifying internal and external factors and formulating strategic alternatives through the SWOT matrix. The results indicate that local agricultural products have strengths in product quality, natural resources, and regional uniqueness. However, limited marketing capabilities, inadequate branding, and low adoption of digital technology remain major weaknesses. Opportunities include the growth of digital marketing and government support, while competition from imported products, price fluctuations, and climate change pose significant threats. The study concludes that the Strength–Opportunity (SO) strategy is the most appropriate approach to improve competitiveness by utilizing product strengths, expanding market access, adopting digital marketing, and developing value-added products.
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