DEVELOPING MARKETING INNOVATION PEATLAND AREA THROUGH PINEAPPLE LOCAL FARMERS IN TANGKIT BARU VILLAGE

Abstract

The purpose of this research is to reveal the strategic development innovation of pineapple’s agroindustry, to identify the strength, weakness, threath, and opportunity on peniepale’s agroindustry development based on local farmers at Tangkit Baru Village, Muaro Jambi District. The data were collected by purposive sampling and used SWOT analysis. This result showed that there are seven farmer group, as a part of Mina Sukses cooperative. The respondens research were 35 members of and 22 were members agroindustry’s entrepreneurs.

The strength menawhile the weakness comes from a less creative syroup action and lack of facilities and infrastructures. The opportunity is the ability to let a group help each others in need, for instance, when one member doesn’t has enough assests whilethe threats are concerned with dynamic maret demands and tastw and lack of communication among farmer groups as member of Mina Sukses cooperative.

Designing a sub products strategy would be able to develop agroindustry based on farmer grouos in Tangkit Baru village. In addition it would increase the member of various and innovative pineapple products. However the government should play their significant role to help develop the farm and agroindustry. The strenght of the community comes from the land materials arround them in this case, the pineapple as the resources of their livelihood.