<![CDATA[The increase in chemical fertilizer prices has created an opportunity for producers to market organic and biological fertilizers as cheaper alternatives, but market success is highly dependent on effective strategies to address farmers' low understanding of these two types of fertilizers. This study aims to identify the distinguishing internal and external factors for marketing organic and bio-fertilizers, formulate marketing strategies for each type of fertilizer, and develop an implementation, monitoring, and evaluation plan for organic and bio-fertilizer strategies. This study uses a quantitative descriptive approach with primary data from farmer questionnaires to compare each objective and identify internal and external factors and strategies using SWOT analysis. The results of this study indicate that the marketing of organic and biological fertilizers has different internal and external factors. The marketing strategy for biological fertilizers requires greater effort to introduce the product and convince farmers, so monitoring and evaluation activities for the implementation of biological fertilizer strategies require more targets and time. The marketing strategy for biological fertilizers requires a greater approach and effort to become a substitute product for chemical fertilizers.]]>
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