Bananas are one of horticultural plants with a large production potential in Indonesia. There are two types of bananas in Indonesia, namely that can be eaten immediately and which must be processed first before eaten. Processed bananas are very abundant and one example is a snack called Ledre. One of the Ledre Banana processing industries in Malang City is UD Dua Putri Dewi. The purpose of this study is to find out the marketing strategies used by UD Dua Putri Dewi by using SWOT Analysis as the research method. The results of the analysis show that each factor in the marketing strategy has a varied score. In the strength of the ledre’s banana UD Dua Putri Dewi, the highest score of the indicator score was the delicious ledre banana with a score of 0.189. Weakness factor has the highest score score indicator is the incomplete regulation of the implementation of production and fund management, including SOP (standard of operation and procedure) with a score of 0.121. The opportunity factor (Opportunity) has the highest indicator score, which is very useful government support with a score of 0.206. Threat factor (Threat) has the highest score of the indicator, namely the number of competitors who are increasing and competitive with a score of 0.154. The marketing strategy in UD Dua Putri Dewi using SWOT analysis is in quadrant I which is a strategy that supports aggressive strategies. At that position UD Dua Putri Dewi is in a situation where its strength is taking advantage of opportunities. Thus, the strategy that must be applied in this condition is to support an aggressive growth policy (Growth Oriented Strategy).

Tempeh industry is a typical household business that requires little investment and has few workers. Efficient marketing could optimize the income of tempeh’s producers. This research aims to understand the marketing efficiency and factors that affect the purchasing margin of tempeh in selected areas. This research will study the value of farmer’s share and the marketing margin of tempeh to evaluate the commerce efficiency. The sampels are the producers and sellers. 58 tempeh’s producers are selected by the simple random sampling method. The sellers, on the other hand, are chosen using the snowball sampling, a technique that tracks down the marketing process. The variable studied in the  research are as follows: 1) producer’s tempeh’s selling cost, 2) tempeh’s selling price on commercial institution, 3) marketing cost, 4) total amount of sold products, 5) numbers of  marketing  institution  where the  product  passes,  6)  the  marketing margin, 7) the farmer’s share, and 8) marketing efficiency. The research finds three marketing channels on the case study areas. The first channel is from the producers to tempeh. The second channel is form producers to retailers to consumers. The third channel is from producers to peddlers to consumers. By using the farmer’s share, the calculation of commerce efficiency. The leading cause is the lack of middlemen. Moreover, the double regression analysis show the retailers tempeh selling cost (X4) to be the dominant factor in the marketing margin of tempeh.