Development of mangosteen marketing strategies in the “Langgeng Ari Guna” (LAG) Group

The research design used is descriptive qualitative where data is obtained through interviews, documentation, and literature study methods. This study used a questionnaire as a data collection instrument. The research location is in the Langgeng Ari Guna Group, Mundeh Kangin Village, West Selemadeg District, Tabanan Regency. Primary data were obtained through the distribution of research questionnaires. Secondary data were obtained through literature studies in accordance with the research topic. The results of data analysis show that (1) the total strength score is 1.96 while the total weakness score is 0.80. So that the total score in the Internal Factor Evaluation (IFE) analysis is 2.76. (2) the total opportunity score is 1.96 while the total threat score is 0.66. So that the total score in the External Factor Evaaluation is 2.62. (3) Based on SWOT analysis (Strength, Weakness, Opportunity, Threat), the Langgeng Ari Guna Group is in quadrant I, which means it is suitable to implement an aggressive strategy. Alternative strategies obtained from matching internal and external factors in quadrant I (S-O) are (a) Increasing the competence of group members related to mangosteen agribusiness as well as to support the development of Mundeh Kangin tourist village (S6, S7, S8, O4, O5, O6, O7). (b) Improve the quality and quantity of mangosteen production in the Langgeng Ari Guna Group (S1, S2, S3, S4, S5, O1, O2, O3). (4) Referring to the results of the QSPM (Quantitative Strategic Planning Matrix) analysis, it was found that the alternative strategy that has the highest TAS (Total Attractivenesses Score) value (6.41) is to increase the competence of group members related to mangosteen agribusiness as well as to support the development of the Mundeh Kangin tourist village. This prioritized alternative strategy in its implementation can be supported by an appropriate action plan.