<em>Agribusiness marketing approach can be done through economic or management approach. The economic approach shows the overall presence of marketing channels that will be more efficient and determined by the Structure Conduct and Performance (SCP). The higher the percentage of market share indicates the strength of an enterprise in an industry. If the market share is relatively small and diffuse then the market tends to be in a competitive market reflected by market conduct and market performance On the other hand, a marketing approach to management is a business strategy of a company (group) to improve the efficiency or profit of a company and its networking. Value chain, supply chain, governance value chain analysis is part of the overall agribusiness marketing analysis, so players who have dominant power or market share will be visible in the marketing channel and the centralized market structure. The cooperation of small firms whose market share is relatively dispersed, the market structure tends to lead to a perfectly competitive market with the performances delivered to the market mechanism.</em>
<p>Aktivitas pemasaran merupakan hal yang paling penting dalam sistem agribisnis mulai dari penyediaan sarana produksi pertanian (subsistem input), usahatani (<em>on farm</em>), pemasaran dan pengolahan hasil pertanian, serta subsistem penunjang (penelitian, penyuluhan, pembiayaan/kredit, intelijen pemasaran atau informasi pemasaran, kebijakan pemasaran).<strong> </strong>Tujuan dari pemasaran yaitu menjembatani apa yang diinginkan produsen dan konsumen dalam melengkapi proses produksi. Hampir semua aktivitas pemasaran membantu produsen dalam memahami keinginan konsumen. Jadi, pemasaran membantu menemukan berbagai jawaban dari lima pertanyaan kunci dalam setiap sistem ekonomi, antara lain :</p><ol><li>Apa yang seharusnya diproduksi ?</li><li>Berapa banyak produk yang seharusnya diproduksi ?</li><li>Kapan seharusnya produk diproduksi ?</li><li>Siapa yang memproduksi ?</li><li>Siapa yang membuat pasar untuk produk tersebut ?</li></ol>
<p>Fluctuations in Indonesian Robusta coffee exports occurred along with a declining trend in coffee exports compared to major competitor countries over the past fifteen years. This research aimed to analyze the dynamics of the competitiveness of Indonesian Robusta coffee exports and the level of competition among the major competitor countries such as Vietnam and India. The methods used are <em>Revealed Comparative Advantage</em> (RCA), <em>Dynamic Revealed Comparative Advantage</em> (DRCA), and <em>Rank Spearman Correlation</em>. These methods were selected to analyze changes in competition level within 15 years’ time dimension (2000–2015) as well as to analyze the relationships among competing countries, which may affect Robusta coffee market of each country. The analysis showed that Indonesia's coffee competitiveness tends to increase compared to the two major competitors of Robusta coffee exporter of the world such as Vietnam and India. However, Indonesia's coffee competitiveness is still a half below Vietnam. The Indonesian coffee rivalry against Vietnam and India is not significantly correlated due to the different markets of export destination countries.<em> </em>Increasing competitiveness and the strength of competition in export market can be done through quality improvement and continuity of domestic Robusta coffee in accordance to the demand of world consumers.</p>
The development of information technology has encouraged farmers to be able to use cellular phones to support agricultural activities. However, only a few farmers use their cellphones for marketing activities. This study aims to analysis factors influence farmers to use cell phones in marketing activities, and whether cell phone use has an impact on farmers' welfare. The analytical method used is the logit regression model and Propensity Score Matching (PSM). The results showed that what influenced farmers' decisions to use cellular phones for marketing activities were gender, marital status, number of adult household members, education, land ownership status, land area, and counseling. Meanwhile, the impact of the use of cellular telephones, shows that the average farm farmers receive higher treatment compared to the control farmers group.
Adanya market power dalam saluran pemasaran kopi diduga berpengaruh terhadap pola pemasaran kopi disetiap wilayah sentra produksi kopi utama. Adapun tujuan penelitian ini yaitu 1) menganalisis dinamika pola pemasaran kopi di lima sentra produksi kopi Indonesia dan 2) implikasi kebijakan yang dapat dilakukan dalam pengembangan pasar kopi guna meningkatkan ekonomi petani. Metode analisis yang digunakan yaitu deskriptif kualitatif yang didasarkan pada hasil survey lapang dan desk study di lima sentra produksi utama kopi Indonesia (Prov. Sumatera Selatan, Prov. Lampung, Prov. Sumatera Utara, Prov. Aceh, dan Prov. Jawa Timur). Hasil menunjukkan bahwa petani kopi di lima sentra produksi utama Indonesia menjual kopi dalam bentuk kopi asalan yang secara umum menjual ke pedagang pengumpul. Adanya kemudahan cash economy dan tidak ada perlakuan khusus untuk kopi yang dijual menjadi alasan utama petani menjual ke lembaga pemasaran tersebut. Perlunya penguatan kelembagaan (kemitraan) pada sistem pemasaran dalam upaya mengatasi keterbatasan informasi dan penentuan harga jual. Selain itu, perlunya pendampingan petani yang diarahkan pada proses sertifikasi yang berkelanjutan baik dari sisi produksi maupun ekonomi diantaranya peningkatan mutu greenbean dan kopi bubuk.
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