ABSTRACT
Marketing is one of the problems that fortified salt businesses in Madura often face in selling their products. It is known that Madura is one of the salt centers with the most extensive salt production. However, some small businesses process raw salt into iodized salt in Madura. This study aimed to determine the marketing strategies of fortified salt by small businesses in Madura. Next, a marketing strategy for Madura fortified salt would be developed to compete in the market. This study employed a qualitative approach. The results showed that most of the fortified salt businesses in Madura still used direct marketing strategies. Based on the results, it was recommended that salt businesses in Madura need to determine market segmentation, targeting, and positioning of the products produced before deciding the marketing model. In addition, companies are required to cooperate with third parties.
