Marketing Strategy for Red Ginger (Zingiber officinale) Cultivation in Rantau Balai Village, Aranio District, Banjar Regency

This research identifies internal and external factors influencing red ginger marketing in Rantau Balai Village, Aranio District, Banjar Regency, and proposes strategies to enhance its market potential. Using IFAS, EFAS, SWOT, and BMC analysis, the study finds that strengths (score: 1.81) exceed weaknesses (score: 1.15), and opportunities (score: -1.61) outweigh threats (score: -1.23), indicating favorable conditions. The farming is positioned in quadrant I, suggesting it is in a strong state, and an aggressive strategy is recommended. Proposed strategies include product diversification, strengthening industrial relations, optimizing supply chains, improving farmer education and training, and expanding marketing channels to enhance productivity and competitiveness.