Strategic Development for a Rural Agroindustry: A SWOT-Based Analysis of Oyster Mushroom Marketing in West Sinjai, Indonesia

Abstract

Rural agroindustries play a significant role in local economic development, yet many small-scale enterprises face marketing constraints limiting business growth. This study analyzes the marketing strategy of the Dua Putra oyster mushroom enterprise in Gunung Perak Village, West Sinjai District, Sinjai Regency, Indonesia, using a SWOT approach and quantitative descriptive method. Primary data were collected through observation, interviews, questionnaires administered to five respondents, and documentation. Key internal strengths include high product quality, competitive pricing, and production continuity, while main weaknesses are the perishable nature of fresh mushrooms, limited promotion, simple packaging, and basic production facilities. Externally, opportunities arise from health-conscious consumer trends, potential product diversification, government support for micro and small enterprises, and digital marketing platforms. Threats include fluctuating market prices, limited cultivation media availability, climate variability, and competition. IFAS and EFAS scores of 1.958 and 0.628, respectively, position the enterprise in Quadrant I of the SWOT matrix, indicating an aggressive growth strategy. The recommended strategic direction involves leveraging internal strengths to capitalize on market opportunities through product diversification, digital marketing expansion, quality consistency, and improved production facilities. This growth-oriented strategy is expected to enhance market competitiveness, increase revenue, and ensure long-term business sustainability.

Contribution to Sustainable Development Goals (SDGs):
SDG 2: Zero Hunger
SDG 12: Responsible Consumption and Production