PERANCANGAN STRATEGI PEMASARAN CARAMEL SALAK MENJADIPRODUK UNGGULAN DENGAN MENGGUNAKAN ANALISIS SWOT(Studi Kasus Cristal Salak, KWT Sri Rejeki Turi Sleman)

Salak pondoh is a tropical plant that is widely available in northern DIY, or rather at the slopes of Mount Merapi, Turi, Cangkringan, Sleman. Salak pondoh is a plant that bears fruit throughout the season and resistants to pests and diseases. The superior characteristics of salak pondoh has made a lot of people interested in planting it, which is resulting in more abundant production of salak pondoh coming from the area of Turi, plus many salak generated from other areas such as Banjarnegara, Magelang and Karanganyar result in market prices that are unstable and tend to decrease when harvest. Along with the times and the development of post-harvest technology, now there are more dishes made from salak pondoh like salak pondoh chips, salak pondoh bakpia, and caramel salak produced by the residents around Turi, especially in Kembangarum village. Caramel salak is one of the dishes that has good potential to be developed because of the ease of production and has a high economic value. Cristal Salak that was founded by Women Farmers Group named Sri Rejeki that comes from the Kembangarum village produces Caramel Salak limited to market in Turi and tourists who travel around Turi. In this research, the analysis of Strengh, Weakness, Oppurtinity, Threat (SWOT) is used to formulate the appropriate strategies in marketing Caramel Salak into a superior product and can be enjoyed by consumers in large scale. Early stages of this research is to identify and classify the internal and external factors that will be used as a reference of SWOT analysis. The results of the study is the form of alternative marketing strategies that are formed into better SO, ST, WO, WT strategy to support Caramel Salak products to become superior products.