Application of The 4P Marketing Strategy to Support The Sustainability of Seaweed Small and Medium Enterprises (SMES) in Barru Regency, South Sulawesi
Keywords:
E-commerce, Market access, Price fluctuations, Seaweed, 4P marketing StrategyAbstract
Barru Regency is one of the largest seaweed-producing areas in South Sulawesi. However, marketing
seaweed in this region faces significant challenges, such as price fluctuations and limited market access. The sustainability of seaweed marketing is influenced by various factors, including product quality, market prices, distribution channels, and promotional strategies. This research employs a descriptive literature review method aimed at analyzing the implementation of the 4P marketing strategy (Product, Price, Place, Promotion) to enhance the competitiveness of seaweed from Barru Regency. The data for this article have been selectively gathered from several journals and research reports related to the topic.The results of the literature review indicate that improving the quality of seaweed products through enhanced processing and packaging technology is likely increase their sales value. Furthermore, adopting a more flexible pricing strategy based on market analysis can help farmers manage frequent price fluctuations. It is also estimated that utilizing ecommerce and strengthening local distribution networks can expand market access and reduce reliance on intermediaries. This analysis demonstrates that a holistic implementation of the 4P strategy has the potential to enhance the sustainability of seaweed marketing in Barru Regency. Ultimately, this is expected to increase farmers' income and strengthen the product's position in the domestic market.
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