This research aims to understand the profile of Argasoka Village, identify internal and
external factors, and analyze marketing strategies for tempe in Argasoka Village,
Banjarnegara district, Banjarnegara Regency. The selection of informants for this research
was intentional (purposive), comprising two main categories: primary informants, including
40 tempe producers, 5 distributors, and 5 traders, and secondary informants, consisting of 5
tempe consumers. The data analysis method utilized was the SWOT analysis. The research
findings reveal two categories of factors in tempe marketing: strengths and weaknesses.
Strengths in the marketing strategy for tempe include high consumer demand, good product
quality, daily production capability, large-scale production capacity, competitive pricing,
effective collaboration with traders, proximity to markets, skilled workforce, effective
management, and long-standing establishment. Weaknesses encompass heavy reliance on
soybean suppliers, transportation challenges for operations, limited product marketing,
difficulty in securing funding for business development, scarcity of wood fuel during the
rainy season, manual processing methods, requirement for ample space, lengthy production
times, perishability, and water scarcity during drought seasons. External factor
identification resulted in opportunities and threats. Opportunities in tempe marketing
strategy include advancements in information and technology, recognition as a highly
beneficial food type, consideration as an alternative to meat and eggs, emergence of
businesses utilizing tempe as a primary ingredient, government support, and ease of
production. Threats consist of the emergence of new tempe entrepreneurs, fluctuations in
raw material prices, changes in consumer preferences, competition among tempe
businesses, unfavorableweather conditions, and bankruptcy. Marketing strategies for tempe
in Argasoka Village can be outlined as follows: a. Enhancing quality and expanding
networks, b. Establishing and maintaining strong relationships with traders, distributors, and
all stakeholders, c. Increasing innovation and product development efforts, d. Maintaining
product quality standards and flavor profiles for safe consumption, e. Actively promoting
products through online and offline platforms, f. Collaborating with the government in SME
programs and seeking investor support.