MARKETING CHALLENGES IN TAPE AGROINDUSTRY IN JEMBER DISTRICT

Abstract

The purpose of this research is to understand about agro-industry tape's marketing challenge in Jember District. Agroindustry amount in Indonesia has 2.41 percent growth from 2011 to 2012. The biggest industrial production growth in Jember District is tape industry because tape is one of Jember District specialties. Agro-industry development can happen if government able to identify its challenge in agro-industry sector so there will be strategy to minimize its challenge. This research is using literature study for its methodology. Result of the study shows that agro-industry's challenge is the low competence between koperasi and UMKM in material's access, marketing, technology understanding, human resources and low skills of farmers in post-harvest processing and marketing. Marketing strategic for tape agro-industry development is producing good product quality and varies in terms of taste and shape, create variety of tape that durable, selling tape in a strategic place, distribute quickly and precisely, also make the price suitable with its target market.