Marketing Management Training for Tobacco Entrepreneurs in Garut Regency
Abstract
The marketing management training for tobacco entrepreneurs in Garut Regency was conducted to enhance participants’ capacity in pricing strategies, product differentiation, market segmentation, and digital marketing. The activity was held in a centralized location with participants from various tobacco-producing districts and in collaboration with the Department of Industry and Trade (Disperindag) to strengthen technical support and market access. This study employed a descriptive qualitative approach, utilizing in-depth interviews, focus group discussions, and participatory observation. Evaluation results showed an average knowledge increase of 28% and the emergence of initiatives such as the use of eco-friendly packaging and the formation of joint marketing groups. Identified challenges included limited capital, resistance to change, and uneven internet access. The participatory training proved effective in fostering innovation; however, continuous mentoring is required to ensure the consistent application of marketing strategies and to strengthen local economic independence.
Keyword: Marketing Management, Tobacco Entrepreneur, Garut Regency
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