Indonesia Conference Directory

Rural community development is a series of approaches and important activities in developing countries. Wonorejo Trisulo Village Kediri Regency is one of the villages producing pineapple and soursop that contributes to the Gross Regional Domestic Product (GRDP) of the Kediri Regency. Local community development such as women-s self-help group must be able to develop the local commodities and sustain the results. To achieve sustainability among rural communities, an efficient marketing system is a key driver of achieving it. However, at this time the success rate of rural community development projects is limited to the initiation of processing technology. Furthermore, to achieve the conditions of sustainable community development, many communities can not further maintain as well as develop their sustainable development because of the low level of empowerment. The purpose of this paper is to examine marketing-s role in tapping potential in rural areas and suggest how to develop the product-s selling power thus creating a situation that benefits both the producers. This paper attemped to develop a conceptual framework how to reach sustainable development in a community which was strengthened through mentoring a marketing system to achieve empowerment. The framework is constructed through literature surveys and then combined with case samples to produce comprehensive results. This paper concludes that empowering rural communities is the next shape for sustaining their sustainable development.