Marketing Mix Strategy and STP at CV. Bertani Agro Farm, Semarang

Abstract

Lettuce (Lactuca sativa L.) is a leafy vegetable with high economic value and is in high demand due to its nutritional content, which is beneficial for health. The hydroponic cultivation system is an alternative considered more efficient than conventional cultivation because it produces higher-quality products, allows for more efficient land use, and results in relatively faster harvest times. Growing public awareness of healthy lifestyles has led to a sustained increase in demand for hydroponic lettuce, but product marketing still faces various obstacles, such as price competition with conventional vegetables, limited distribution, and suboptimal market reach. This study aims to analyze the marketing mix strategy (7P) and the application of Segmenting, Targeting, and Positioning (STP) in marketing hydroponic lettuce at CV. Bertani Agro Farm. The 7P marketing mix concept includes product, price, place, promotion, people, process, and physical evidence, which are used to enhance product competitiveness in the market. Meanwhile, the STP strategy is applied to identify potential market segments, the appropriate consumer targets, and product positioning to ensure effective competition. The research findings are expected to serve as a reference for developing hydroponic lettuce marketing strategies to boost sales and ensure business sustainability.