STRATEGI PEMASARAN PEPAYA THAILAND (Carica papaya L.) DI KABUPATEN KEBUMEN DENGAN METODE COMPETITIVE PROFILE MATRIX (CPM)

Abstract

Abstract: Thai papaya is one of the few varieties of the fruit that was famous in the past times. Due to the abundance of varied and novel papaya varieties, there is though competition in the present times. This study aims to explore factors that play a vital role in the success of the fruit, along with the strategic position and strategies that are competitive to uphold it in the market. The method employed for this research is descripyive analysisand location of research is determined by purpose method. Primary and secondary data are taken into account and Competitive Profile Matrix is used as data analysis method. Major findings of this study show that the position of Thai papaya is superior to that of Californian papaya. The study highlights the strengths of Thai papaya, which include their size, colour of the skin, pulp texture besides drawing attention to the weaknesses such as shape, price, and fruit taste. The report concludes by suggesting alternative strategies that will boost the strength of Thai papay as brand image.