Sustainable Development Strategy of Pine Resin in Bone Regency, South Sulawesi, Indonesia

Abstract

Production of pine sap international level in Indonesia every period of five years has decreased significantly, it is a reference to pine sap market attention on a smaller scope that district to village level-based potential. This study aims to formulate a marketing strategy to develop the market of pine resin in Bone regency. This study was conducted in Bone regency, South Sulawesi, Indonesia and held for 5 months. The analytical method used to formulate marketing strategy in this study was a semi structured interview, to analyze the data using analysis IE (internalexternal) matrix. The results of matrix calculations IFAS (internal factor analysis summary) obtained a total score of 2.85 and a matrix internal EFAS (External factors analysis summary) with a score of 3.2. The results after analyzed with IE matrix put pine resin market position of Bone Regency in the cell II, that grow and build. Recommendation development strategy of pine rosin market namely market penetration, market development, product development, integrase forward and integrase backward..