Analisis SWOT Komunikasi Pemasaran Bersepadu: Satu Kajian Kes

This case study analyses the Strengths, Weaknesses, Opportunities and Threats (SWOT) of the Federal Agricultural Marketing Authority (FAMA). The Kedah branch was chosen as the subject of this study. The result of the analysis shows that the management of marketing communication of Kedah FAMA could be further improved. There are several problems faced by Kedah FAMA in managing promotion activities and marketing communication in this state. Problems that have been identified include ineffective marketing communication practices, difficulties in penetrating major retailers and supermarkets, non-standardised product quality and supplies from Small Medium Industries (SMI) entrepreneurs, and the dependance of the agency on the head ofice especially from financial resources and policy perspectives. The researchers have conducted SWOT analysis on the organisation and suggested several strategies and suggestions to help solve the problem. Some of the suggestions given include implementing integrated marketing communication and trade promotion strategies, conducting planning and control on the performance of SMI entrepreneurs, providing training for staff and producing own financial resources