gapoktan mekartani-reny ummi

Upload: reny-sukmawani

Post on 05-Apr-2018

257 views

Category:

Documents


0 download

TRANSCRIPT

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    1/16

    FARMER INSTITUTIONAL ROLE INMARKETING OF ORGANIC RICE

    (A Case at Gapoktan Mekartani, Subdistrict of Kebonpedes Sukabumi Regency)

    By:Reny Sukmawani

    (Lecturer of Agricultural Faculty, Muhammadiyah University

    of Sukabumi)Student of Doctoral Program, Agricultural Economics UNPAD

    Member of PERHEPI Komda Bandung Raya)

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    2/16

    INTRODUCTION

    FARMERSBARGAININGPOTITIONAREWEAK

    THE AREA OF NARROWFIELD/ THE SMALLBUSINESS SCALE

    LIMITED OR LESS OFFINANCIAL CAPITAL

    NOT KNOWING OF

    MARKETINFORMATION

    MARKET ACCESS ISWEAK

    LESS OF KNOWING

    ESTABLISHING AGROUP

    -Farmersconsolidation in an

    institutional

    -- ProductionCollectivity

    (planning, pattern,kinds, quantity &production cycle)

    -Market collectivity

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    3/16

    GAPOKTANMEKARTANI

    To solve the price problem infarm enterprise

    To increase awareness of healthy life

    ORGANICRICE

    Growing of organic farm

    technology

    Opportunity of commoditymarket

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    4/16

    THE PURPOSE

    The aim of this paper is to identify the farmersinstitutional role, that in this case, GapoktanMekartani in marketing of organic rice and themarketing strategy carried out by GapoktanMekartani so that it could improve thefarmers income and developed into

    competition.

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    5/16

    DISCUSSION

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    6/16

    GAPOKTAN MEKARTANIS PROFILES

    ADDRESS : FOUNDED : 2007 LEADER : Ujang Zaenal Muttaqin MEMBERS : 4 group of farmers (159

    farmers) COMMODITY : Organic Rice & Horticulture

    Organic rice = 19 hectares (59 farmers) Variety = sintanur & ciherang Technology = System of Rice Intensification (SRI) Productivity = 7 8 ton / hectares

    Jambe nenggang Village, KebonpedesSubdistrict, Sukabumi Regency, West Java

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    7/16

    THE ROLE OF FARMER INSTITUTIONAL(GAPOKTAN MEKARTANI)

    As the farmer institutional, GapoktanMekartani has made serious efforts to run itsrole in increasing economical scale andbusiness efficiency by doing collective actionin various things especially in marketing of organic rice and this effort has got significant

    result

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    8/16

    THE ROLE OF FARMER INSTITUTIONAL(GAPOKTAN MEKARTANI)

    Business Unit of Production Service for fulfilling themarket necessity (quantity, quality, continuity andprice);

    Business Unit of Supplying Service of Farm ProductionMeans (subsided fertilizer, certified seed, and any

    others) and to distribute to the farmers through theirgroups; Business Unit of Supplying Service of Financial Capital

    and to distribute by credit to the farmers who need it; Business Unit of Processing Process Service of Product

    of members (grinding, grading, packing, and anyothers) that can increase more value;

    Business Unit of Trading Operate Service,marketing/selling the farmers product to the traders/off farm industry

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    9/16

    MARKETING STRATEGY OF ORGANIC RICE

    As a large group accommodating the farmer groups in one sub district,Gapoktani Mekartani has a marketing strategy; it tries to makeconsumers satisfy with their special quality products, product price aswell as distributing the products to their consumers.

    In the sector of special quality products, the farmers joined in

    Gapoktan Mekartani have produced healthy rice of which itssuperiority has been proven either in the flavor, nutritional value,aroma and even in the storage power.

    In the sector of product price, the farmers joined in GapoktanMekartani have determined the product price in accordance with the

    product quality. In the sector of distribution, Gapoktan Mekartani has permanents

    distributor and a possibility of purchasing to Gapoktan without anyrequirement.

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    10/16

    CONSIDERED FACTORS:

    Target Market

    (1) Market Segmentation

    (2) Determining of target market

    (3) Product Positioning

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    11/16

    (1) MARKET SEGMENTATION

    Based on the identification result, GapoktanMekartani chooses special segment toemployees or office affairs based on education

    degree, so that they can understand that it isimportant to consume healthy rice, and fromthe economics side, they are able to buyhealthy rice that the price is higher than usualrice. These customers are the main targetfrom Gapoktan Mekartani.

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    12/16

    (2) DETERMINING OF TARGET

    MARKET Before determining this step, Gapoktan

    Mekartani has selected the segment that willbe chosen. The choise that has been chosen

    by Gapoktan Mekartani is the best choise fortoday and period of long time. GapoktanMekartani hopes to get the definite marketand definite price so that the farmers are ableto focus on the qualivied production to keepthe customer trust.

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    13/16

    (3) PRODUCT POSITIONING The strategy of product positioning at Gapoktan

    Mekartani is an effort to create a certainimpression to consumers such as naming

    healthy to the product so that the consumersare interested in buying (consuming) it. The factors concerned by Gapoktan Mekartani

    related to the product of healthy rice are the

    cases of quality, branding customer careparticularly in the case of sales service anddelivery product.

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    14/16

    CLOSING As a farmer institution, Gapoktan Mekartani has

    tried to implement its role in improving theeconomical scale and business efficiency by doingthe collective act in any activities especially inmarketing organic rice.

    Meanwhile, the marketing strategy applied byGapoktan Mekartani is trying to satisfyconsumers from the field of product quality,product price or product distribution toconsumers

    In applying it marketing strategy GapoktanMekartani always considers target marketconsisting of three main steps, namely (1) marketsegmentation, (2) target market determination,(3)product positioning

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    15/16

    Establishing group is a good alternative choice forfarmers having narrow field in improving theirbargaining position, it has been implemented bythe Rice Farmers at Kebonpedes subdistrict underGapoktan Mekartani management

    However establishing group is not enough if it isnot committed to be developed together by themembers, therefore, Gapoktan should maintainthe commitments and improve solidarity. As well

    as developing the group growing so that thenumber of members are increasing and so is theproduction scale, so that it could fulfill costumersdemand in demanding product.

  • 7/31/2019 Gapoktan Mekartani-Reny UMMI

    16/16

    THANK YOU