Formulating competitive marketing strategies for hydroponic lettuce: a study from an islamic boarding school agribusiness unit in Jombang
DOI:
https://doi.org/10.33474/jase.v6i2.24342Abstract
Hydroponic agribusiness development in Islamic boarding schools presents unique opportunities and challenges due to its dual economic and educational objectives. However, limited studies have formulated structured marketing strategies within pesantren-based agribusiness contexts. This study aims to analyze internal and external factors influencing the marketing of hydroponic lettuce at Al-Lathifiyyah 4 Islamic Boarding School, Tambakberas, Jombang, and to develop competitive strategic recommendations using an integrated framework. A descriptive qualitative approach was employed, with data collected through in-depth interviews, observation, and documentation. The analysis combined Segmentation, Targeting, and Positioning (STP), the 7P marketing mix, and SWOT analysis to generate comprehensive strategic insights. The findings indicate that product quality and institutional credibility constitute primary strengths, while limited promotion, simple packaging, and restricted distribution remain significant weaknesses. External opportunities are driven by growing health-conscious consumer behavior, whereas competition from similar producers and conventional vegetables poses notable threats. The study demonstrates that integrating STP, 7P, and SWOT provides a systematic and context-sensitive framework for transforming institutional strengths into competitive positioning. This research contributes to agribusiness marketing literature by offering an empirical application of integrated strategic tools within an Islamic boarding school–based enterprise.
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