This research was conducted at the Baturraden Horticultural Seed Garden, Baturraden District, Banyumas Regency, from February to July 2021. This study aims to: 1) Internal and External Factors in the Marketing Strategy of the Baturraden KBH (Horticultural Seed Garden). 2) Marketing Strategy for Ornamental Plants in KBH (Horticulture Seed Garden) Baturraden using the Internal-External (IE) method. 3) knowing the Marketing Strategy of Ornamental Plants in the KBH (Horticulture Seed Garden) Baturraden using the Strengths, Weakness, Opportunities, Threats (SWOT) method.
The results of the study concluded that the position of the Baturraden Horticultural Seed Garden was in cell I, which was in the grow position. where the most suitable strategy is an intensive market penetration strategy for Baturraden Horticultural Seed Gardens in the marketing sector. Horticultural Seed Gardens must increase the number of salespeople, increase advertising output, expand the offering of ornamental plant products, and increase publications intensively and efficiently, as well as marketing activities oriented to promoting the Baturraden KBH branding to the wider community or consumers.
The SWOT matrix shows that the S-O strategy, increasing advertising activities, and expanding the reach of the marketing area and attracting new consumers, gives appreciation to the workforce in the form of intensive bonuses, and the best employee achievements. include the identity of ornamental plants, can be in the form of catalogs or direct information on ornamental plants, WO strategies, maximizing social media features as a means of promotion with the aim of attracting more consumers, increasing the number of workers and laboratory equipment to increase productivity, joint ventures with investors to get additional capital, ST Strategy, provide information on trending topics for ornamental plants, create marketing packages for ornamental plants, take advantage of the role of government and improve all aspects to remain a leader, upgrade KBH HR skills by participating in training on the use of E-commerce, WT strategies, adapting new technologies to improve the quality, quantity, marketing and handling of ornamental plant growth.