Selection of Recommended Marketing Strategy of Arrowroot Cereal at PT Serela Prima Nutrisia Using Analytical Hierarchy Process

PT Serela Prima Nutrisia is a company engaged in the arrowroot (Maranta Arundinacea)-based processing product. (1) This research aimed to identify and analyze alternative strategies that could be applied Oriflakes marketing activities (2) company’s strategy recommended according segmentation, targeting, positioning. used descriptive approach. The location determination method case studies whereas of respondents purposive method. Types data this were primary secondary data. collection methods observation, interviews, documentation, recording, questionnaires. analytical techniques Descriptive Analysis, Internal External Factors Matrix, IE Matrix (Internal External), AHP (Analytical Hierarchy Process). results from showed mix by product, price, promotion, place, STP concept, which matrix position was on hold maintain. highest socre obtained product development strategy. An for