Marketing Strategy of Aglaonema Ornamental Plants at Vernanda Tanaman, Batanghari District, East

Abstract

This study aims to analyze the marketing strategy for Aglaonema ornamental plants at Vernanda Tanaman, located in Batanghari District, East Lampung, amidst market trend fluctuations and intense competition from imported plants. The significant decline in turnover following the 2020 peak trend serves as the primary impetus for this research to identify effective survival and growth strategies. The research utilizes a descriptive qualitative method. Data were collected through field observations, documentation, and in-depth interviews with the business owner using purposive sampling techniques. Data analysis was conducted by identifying internal factors (strengths and weaknesses) and external factors (opportunities and threats) through the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices. The results indicate that Vernanda Tanaman’s primary strengths lie in its extensive business experience and superior product quality, although it remains limited by suboptimal digital promotion. Based on the SWOT matrix calculation, the business is positioned in Quadrant I (Positive-Positive) with an internal differential value of 1.1 and an external differential of 0.336. This position signifies a highly favorable situation where the enterprise possesses significant strengths to capitalize on available opportunities. The recommended approach is an aggressive growth strategy, focusing on maintaining product quality, innovating plant varieties, and optimizing digital marketing via social media to expand market reach across Indonesia.