*Assistant Professor, Anna University, India
**Formerly Dean and Associate Professor, Anna University of Technology, Tirunelveli, India
Marketing strategy is a method attempts to reach its target market. The debate on the adoption of marketing strategy is not new, but the research related to marketing strategy adaptation of ancient salt industries situated in the south region of Tamilnadu is not yet studied in depth manner for the development of strengthening the marketing strategy. The salt producers in the industry are confronting with different competitive pressure that highlights the critical strengths and weakness. It is able to highlight the areas where industry trends, promise to hold the greatest significance as either opportunity or a threat. In this perspective, this research was framed to make the SWOT analysis with selected factors before proceeding to the formulation of marketing strategy for salt by its producers. For the present study eleven strength factors, ten weakness factors, five opportunity factors and five challenge factors were measured with the help of confirmatory factor analysis. Besides, the required data were collected from 622 salt producers from Thoothukudi, Kanyakumari and Vedaranyam districts of the south region of Tamilnadu.
Salt producers, Score on Challenges, Score on Opportunities, Score on Strengths, Score on Weaknesses
