Training on Developing Marketing Strategies for Organic Green Onion (Allium fistulosum L.)

Abstrak

Gedangan Village, located in Cepogo District, Boyolali Regency, is widely recognized as a producer of organic vegetables and has obtained Indonesian National Standard (SNI) certification for organic agriculture. The local community cultivates organic vegetables through farmer groups that receive direct guidance from the agricultural office, particularly the Utomo Jayan Farmer Group. Marketing strategy is a fundamental tool designed to achieve business objectives by developing sustainable competitive advantages. Therefore, the formulation of marketing strategies is essential for farmer groups. In this community service activity, the farmer group was trained to develop marketing strategies for organic vegetables using the SWOT method. Based on the results of the training and practical analysis of marketing strategies for organic Welsh onion in the Utomo Jayan Farmer Group, Gedangan Village, Cepogo District, Boyolali Regency, both the management and farmer representatives demonstrated an improved understanding of the importance of developing marketing strategies for organic vegetable products to ensure sustainable market growth. The participants were also able to conduct SWOT analysis to formulate marketing strategies for organic agricultural products, although further training is still required to enhance the managerial capacity of the farmer group.