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Abstract
Marketing strategy is needed in developing original products. Sumbawa forest honey is an original product from West Nusa Tenggara, Indonesia. The problems marketing are fluctuating price and the availability of other honey product as competitors. The purpose of this research was to identify the top priorities strategy marketing of this honey. The data analysis using A’WOT. It’s combination of SWOT and AHP analysis. SWOT analysis was employed to identify strengths, weaknesses, opportunities, and threats in marketing of Sumbawa forest honey. AHP (Analitycal Hierarchy Process) analysis was performed to determine priority on alternative of marketing strategy of Sumbawa forest honey. The finding of this research showed that SO strategy was the top priority strategies in marketing of Sumbawa forest honey with value 0.580. The top three priorities on alternative of strategies are packaging the Sumbawa forest honey hygienically and attractively (0.343), maintains the quality and purity of Sumbawa forest honey (0.275), and partnering with financial institutions (0,125).
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Copyright (c) 2023 Nila Wijayanti, Syahdi Mastar, Siti Nurwahidah

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References
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References
Journal Article
Fadilla, A. (2021). COCONUT SUGAR INDUSTRY DEVELOPMENT STRATEGY IN PURBALINGGA DISTRICT, CENTRAL JAVA The Strategy for Coconut Sugar Industry Development in Purbalingga Regency, Central Java. AGRISEP, 20(2), 333–342. https://doi.org/10.31186/jagrisep.20.2.333-342
Görener, A., Toker, K., & Uluçay, K. (2012). Application of Combined SWOT and AHP: A Case Study for a Manufacturing Firm. Procedia - Social and Behavioral Sciences, 58, 1525–1534. https://doi.org/10.1016/j.sbspro.2012.09.1139
Hutagalung, CN, Nusril, N., & Adiprasetyo, T. (2012). MARKETING STRATEGY FOR DEVELOPMENT OF BENGKULUP SPECIAL FOOD AT ANGGUT SELLER CENTERS IN BENGKULU CITY: APPLICATION OF AHP AND SWOT. AGRISEP , 11 (2), 204–219.
Kobylanski, A., & Szulc, R. (2011). DEVELOPMENT OF MARKETING ORIENTATION IN SMALL AND MEDIUM-SIZED ENTERPRISES EVIDENCE FROM EASTERN EUROPE. INTERNATIONAL JOURNAL OF MANAGEMENT AND MARKETING RESEARCH , 4 (1), 49–59.
Maryani, R., Alviya, I., Budiarifanti, V., & Salmiah, M. (2013). Preserving the Sumbawa Forest Landscape through Strengthening Forest Honey Farmer Groups. Policy Brief , 7 (13), 1–4.
Mensah, S., Veldtman, R., & Seifert, T. (2017). Potential supply of floral resources to manage honey bees in natural mistbelt forests. Journal of Environmental Management , 189 , 160–167. https://doi.org/10.1016/j.jenvman.2016.12.033
Prayitno, R. (2015). BUSINESS DEVELOPMENT STRATEGY IN THE SOYBEAN CAP TAWON MADU COMPANY IN BOJONEGORO (CASE STUDY ON MARKETING ASPECTS). AGORA , 3 (2), 121–127.
Qashiratuttarafi, A.K. Adhi, and W.B.Priatna. Network Supply Chain Distribution Pattern Sumbawa Forest Honey (Jmhs) in Sumbawa Regency, West Nusa Tenggara. Agribusiness Forum. Vol. 11(1). ISSN: 2252 – 5491.
Setiawan, A., Sulaeman, R., & Arlita, T. (2016). HONEYBEE BUSINESS DEVELOPMENT STRATEGY OF SETIA JAYA FARMERS GROUP IN RAMBAH JAYA VILLAGE, BANGUN PURBA DISTRICT, ROKAN HULU DISTRICT. Come Faperta , 3 (1). https://media.neliti.com/media/publications/203135-strategi-pengembangan-usaha-lebah-madu-k.pdf.
Shandy, IA (2020). The Effect of Marketing Mix on Consumer Purchase Decisions at Lulumart Minimarkets in Samarinda City. eJournal of Business Administration , 8 (3), 192–198.
Sudantoko, D. (2010). SMALL-SCALE BATIK INDUSTRY EMPOWERMENT IN CENTRAL JAVA (Case Study in Pekalongan Regency and City) .
Suherman, D., Kadarsih, S., & Gusmantoro, MG (2017). Honey Marketing Strategy Based on Consumer Characteristics in Bengkulu City. Indonesian Journal of Animal Husbandry Science , 12 (2), 171–183.
Taru, NS, Prihtanti, TM, & Nuswantara, B. (2023). THE DEVELOPMENT STRATEGY OF BAMBOO CRAFT HOME-SCALE INDUSTRIES USING DIAMOND PORTER MODELING AT MALUMBI VILAGE, KAMBERA DISTRICT, EASTERN OF SUMBA REGENCY. AGRISEP , 22 (1), 89–108. https://doi.org/10.31186/jagrisep.22.1.89-108
Book
Falatehan, 2016. Analytical Hierarchy Process (AHP). Decision Making Techniques for Regional Development. Indomedia Pustaka.
Rangkuti. F, 2016. Techniques for Dissecting Business Cases. SWOT analysis. PT. Scholastic, Main Library. Jakarta.
Sugiyono. (2008). Business Research Methods . Alphabet: Bandung.