International Journal of Civil Engineering and Technology (IJCIET) Volume 10, Issue 02, February 2019, pp. 2454–2463, Article ID: IJCIET_10_02_243 Available online at http://www.iaeme.com/ijmet/issues.asp?JType=IJCIET&VType=10&IType=2 ISSN Print: 0976-6308 and ISSN Online: 0976-6316
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CASHEW NUT’S MARKET STRUCTURE IN SOUTH EAST SULAWESI
Wa Ode Alzarliani* Agribusiness Department, Post Graduate Program of Agricultural Faculty, Halu Oleo University, Kendari, Indonesia
Bahari, Sitti Aida Adha Taridala, Idrus Salam Agribusiness Department, Post Graduate Program of Agricultural Faculty, Halu Oleo University, Kendari, Indonesia *Corresponding Author Email: [email protected]
ABSTRACT The climate and land in Southeast Sulawesi that is very supportive in the development of farming commodities and cashew nut becomes one of the huge potentials to be developed. This study analyzed the structure of the cashew nut market which conducted purposively from May to August 2018 in five cashew nut production center in Southeast Sulawesi. The results of the study show that the number of sellers is more than the buyers which show imperfect market competition. The analysis of market valuations shows that the market structure that addresses low competition among traders is very unlikely. At the level of inter-island traders and market structure, wholesalers lead to tight oligopolies that are agreed upon as price agreements can be made, even at the inter-island level of traders leading to a tight oligopoly market. Meanwhile, the market structure of cashew nuts at the level of wholesalers and retailers leads to a dominant corporate market without strong competitors. Market entry challenges indicate that new competitors will have high challenges when entering the cashew market at inter-island traders, Middlemen, wholesalers and retailers. The overall analysis shows that new competitors will get very high challenges at the retailer level with an MES value of 81.38%. Key words: Marketing, Market Structure, Cashew, Cashew Nuts. Cite this Article: Wa Ode Alzarliani, Bahari, Sitti Aida Adha Taridala, Idrus Salam, Cashew Nut’s Market Structure in South East Sulawesi, International Journal of Civil Engineering and Technology 10(2), 2019, pp. 2454–2463. http://iaeme.com/Home/issue/IJCIET?Volume=10&Issue=2
1. INTRODUCTION Cashew nut commodities have enormous potential to be cultivated and developed in Southeast Sulawesi. The supporting conditions of climate and land in this Province is very profitable in developing cashew nuts farming, so, for some people in Southeast Sulawesi, they
http://iaeme.com/Home/journal/IJCIET 2454 [email protected] Cashew Nut’s Market Structure in South East Sulawesi make cashew nut farming as a source of livelihood in meeting their family needs and the development of other businesses. Based on statistical data which obtained from Central Agency on Statistics of Southeast Sulawesi in 2016, shows that almost all regencies or cities in the Southeast Sulawesi Province develop cashew nut plants. Information on land area, production, and productivity of cashew nut based on the district areas can be seen in Table 1.
Table 1. Cashew nut Production Area of Southeast Sulawesi in 2016 No District/City Large Production Productivity (Ha) (Ton) (Kg/Ha) 1 Buton 6.124 912 148 2. Muna 24.962 6.337 253 3. Konawe 5.002 1.047 209 4 Kolaka 1.752 198 113 5 South Konawe 15.766 6.102 387 6. Bombana 17.074 1.098 64 7. Wakatobi 664 216 325 8. North Kolaka 75 25 335 9. North Buton 5.889 1.810 307 10. North Konawe 4.727 572 121 11. East Kolaka 807 215 266 12. Konawe 5.366 622 115 13. West Muna 8.844 709 80 14. Buton Centre 11.743 1.819 154 15. South Buton 3.691 709 192 16. Kendari 1.274 299 234 17. Baubau 803 176 219 Information of Table 1 represents the total production of cashew nut in Southeast Sulawesi which shown uneven distribution and only concentrated in five districts area. This situation might become one factor of price fluctuations and would affect the marketing system of cashew nut could be inefficient. Witjaksono et al (2008) explained that this becomes the problems faced by farmers such as the problem of marketing distribution and insufficient price where the prices of cashew nut at the level of the farmer are lower compared to prices at the level of traders. This is supported by the existence of middlemen and wholesaler who are directly involved in carrying out activities with their respective roles who acting as a price maker. Therefore, it can be said that market factors might not be a problem in the cashew nut marketing, because most of the farmers seemingly doesn’t have problems in marketing the cashew nut. This is supported by the existence of large-scale village traders and inter-island traders who compete with each other in seizing the market. The existence of such competition is due to the amount of cashew nut supply produced in Southeast Sulawesi that cannot meet market demand. The condition of the availability of cashew nuts that cannot meet the market demand should be able to place farmers as cashew producers who have a strong bargaining position who acts like a king as well as a price maker, as is the law of supply the less the amount of goods offered and the more demand, the higher the price of the item, but the reality in the field showed that the farmer as the price taker is lower compared to the marketing institutions that get higher prices in the marketing system. The prevailing price at the level of the farmer is 120.000 IDR (8.52 USD) while the applicable price at the consumer level is 155.000 IDR (11 USD) in this instance price fluctuations currently become a major problem in the marketing system.
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Price fluctuations occurred because the production of the commodity was only concentrated in certain regions, production patterns that are not synchronized between producer regions, inadequate facilities, imbalances in the quantity of demand and quantity of supply (Irawan, 2007). Furthermore, Besanko et al (2011) stated that price fluctuations are one of the obstacles to market entry and management of a commodity.
2. RESEARCH METHODS 2.1. Location and Time of Research This research was carried out in the cashew nut production center in Southeast Sulawesi Province which spread in 5 districts which included Barangka Village, Buton Regency, Moko Village, Central Buton District, Lawela Village, South Buton Regency, Labasa District, Muna Regency and Kalia District Lia City of Baubau. the location was determined purposively under some considerations that the 4 regencies and 1 city were cashew production centers and the market player such Middlemen/processors, inter-island traders/processors, wholesalers and retailers should be taking a role in marketing activities on determined location. This research was conducted from April to August 2018.
2.2. Sources of the data There were two types of the data in supporting this study, namely primary data which obtained directly through interview and direct observation to the players who taken the role in cashew nut production in the selected locations which consist into 187 cashew nut farmers, 162 processors, 40 processing farmers and 49 traders while the traders as the market player could be divided into 25 middlemen/processors, 6 retailers, 7 wholesalers, and 11 inter-island traders. While Secondary data was obtained through the Department of Agriculture, Central Agency on Statistics of Southeast Sulawesi, research journal reports on research results and the results of literature studies which relevant to this current study. The research method used survey methods with consideration of extensive research areas in 4 districts and Baubau city. Data collection in this study was carried out by conducting direct observations in the field (observation), interviews with farmers, processing farmers, processors, traders, and filling out questionnaires and literature.
2.3. Market Structure Analysis The market structure was analyzed descriptively and qualitatively which includes the number of sellers and buyers, the level of market knowledge and product differentiation (Education and Isitor, 1990). Analysis of market structure quantitatively analyzed market share according to the concept of Besanko (2010), market concentration according to the concept of Martin (1989) and challenges when entering the market were measured based on the concept of Jaya (2001) Market share analysis The calculation of the market share of cashew nuts in Southeast Sulawesi was done by calculating the market share of traders who offer cashew nut from Muna Regency, South Buton Regency, Central Buton, South Buton, and Baubau City. If the market share gets higher, it can be concluded that the strength of traders in the cashew nut market is strong or has a market share. Market share can be calculated using sales revenue or production capacity (Besanko et al. 2010). The calculation of the market share of cashew nut collectors in Southeast Sulawesi used the ratio between sales of cashew nuts in the district to total sales in Southeast Sulawesi. Analysis of market share for each marketing institution can be formulated as follows:
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(1) Information: MSi (Market Share) = Merchant market share i (%) Si = Sales of cashew by traders i (tons / year) Stot = Total sales of cashew by all traders (tons/year) With criteria: 1. Pure monopoly, if one company has 100% of market share. 2. The dominant company if it has 50-100% of market share and without strong competitors. 3. Rigorous oligopoly, if the merger of 4 traders has a 60-100% market share. 4. Loose oligopoly, if the merger of 4 traders has 40% or less than 60% 5. Monopolistic competition, if there are many effective competitors, none of them has a large than 0% market share. 6. Pure competition, if more than 50 competitors but none have meaningful market share (Kirana, 1993 in Ketut, 2011) Market concentration The concentration ratio (Cr) is the ratio between the amount of cashew/cashew nuts purchased by certain traders with the amount of cashew/cashew nuts sold by all traders, then multiplied by 100% (Martin, 1989) (2) Criteria: 1. If there is one trader who has a Kr value of at least 95% then the market is said to be a monopsony market. 2. If there are four traders who have a Kr value of at least 80%, the market is enriched as a high-concentration oligopsony market. 3. If there are eight traders who have a Kr value of at least 80% then the market is said to be an oligopsony market with moderate concentration. Market concentration used the Herfindahl Hirchman Index (HHI) analysis. HHI measures the number of ranks of inter-island traders in the market. Size is calculated from the percentage of total sales in the market (Baye 2010). The H index is between 0 and 10,000. Competitive markets are expressed as H indices equal to 0 and for monopolies, H index equals 10,000. Jaya (2001) states that good results can use the measurement of HHI as a substitute for the ratio of concentration to the conditions to use calculations with concentration ratios not met. The advantage of HHI is having the ability to see the imbalances that exist because of counting all the traders involved. (3) Information : HHI = Herfindahl Hirchman Index MSi = Percentage of market share (market share) of traders n = number of traders in the market Challenge in Marketing Entry Challenge in marketing entry was analyzed using a minimum efficiency scale (MES). MES is obtained from the comparison of the sales of the largest collector and the total production of cashew commodities
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(4) where ; PjPt = Largest merchant sales Pc = Total production of cashew commodities Criteria, if the MES value is more than 10% indicates that the challenges to market entry are in high marketing efforts (Jaya 2001)
3. RESULTS AND DISCUSSION 3.1. Market Structure Analysis Descriptive qualitative market structure analysis could be seen by indicators of the number of buyers and the number of sellers involved in marketing cashew, the level of product differentiation and the level of market knowledge. The description of the qualitative descriptive market structure can be explained as follows: Number of Sellers and Buyers One indicator used to determine a market structure is to compare the number of producers as the seller with the number of traders as the buyer in the marketing of cashew. Based on the information gathered from the field, showed that there were more farmers as sellers than the number of Middlemen, inter-island traders as buyers. This condition illustrated the imperfect competitive market structure which leads to the oligopsony market. This condition put the cashew nut farmers as a price taker. The results of this study are in accordance with Dewi (2017) 's study that the structure of the rubber market formed showed an oligopsony market with a greater number of sellers than buyers. Level of Product Differentiation Product differentiation is a product modification activity to make it more attractive, by changing a few product characteristics including packaging and promotional themes without changing the physical specifications of the product (Philip Kotler, 2005) further he explained that product differentiation including product forms can be differentiated based on shape, model size or physical structure of the product. Based on this information, it could be explained that cashew nuts commodity processed by farmers in Southeast Sulawesi have showed product differentiation. The differentiation of cashew nut products varies depending on skills, creativity, and capital owned and according to consumer demand. Cashew nuts traded have undergone changes that have undergone a process of curing in the form of white skinless cashew nuts, aria leather cashews related to the size of the cashew nuts that have been differentiated in jumbo size, super, split, large fattened, small fattened) The product differentiation carried out by fast-food retailers in Kendari (Mubaraq) Baubau was different from what was done by retailers of Sinar Kabaena in Baubau City. The difference can be seen from the packaging used by fast-food retailers. Mubaroq's shop still used the usual roughness of the package but with different tastes at different prices. This is a cashew nut of 70,000 IDR (5 USD) per 350 grams, sweet cashew nuts of 48,000 IDR (3.4 USD) per 350 grams, small sweet fried cashews. 50.000 IDR (4 USD) per 350 grams. If calculated in one kilogram, 200,000 IDR (14 USD) per Kg. For consumers to meet their quality and price of cashew nuts. The findings in line with the previous study conducted by Asmarantaka (2012) which stated that the existence of product differentiation carried out by marketing can increase profits. The more differentiated a product is, the more power a trader has towards consumers. The explanation is emphasized by Tomek (1990), Malau (2015) which states that the existence of different types of products (differentiated) can influence the behavior of producers in the
http://iaeme.com/Home/journal/IJCIET 2458 [email protected] Cashew Nut’s Market Structure in South East Sulawesi market to be able to control aspects of pricing and competition and provide broad opportunities for producers to regulate market strategies. Furthermore, Maulidah Silvana (2010) in her research findings explained that product differentiation can be an obstacle for other producers to enter the market. The competition will run perfectly if the buyer can compare goods with one another. In accordance with the results of the research conducted, it showed that by product differentiation applied to the commodity by the retailers Sinar Kabaena Shop and Mubarok Shop, Toko RM Panca Rasa provides an opportunity for consumers to make choices both in terms of taste and size according to their financial capabilities without having to be afraid of competing with other retailers. Under these conditions, competition among retailers will run perfectly without any competitive actions that can be detrimental Level of market knowledge The level of market knowledge related to price information is known by farmers, processing farmers, village/processing traders, and inter-island traders. farmers obtain information of marketing condition from other farmers who have carried out sales activities, from middlemen/inter-island traders when doing transaction. This condition was also supported by technological advances with the availability of various tools of communication, the development of cashew nut prices today was easily accessed by anyone who has an interest in selling cashews so that prices cannot be mocked in the sense that prices are relatively the same at the level of the middlemen. The explanation is in accordance with the findings of study conducted by Maulidah Silvana (2010) that the existence of ease of obtaining price information and the absence of dependence of marketing agents, competition occurs between traders in the market so that the prevailing prices were relatively the same.
3.2. Quantitative market structure. Market share Analysis of market share (market share) carried out in this study included an analysis of the market share of cashew and the market share of cashew nuts. In this study will be divided and analyzed according to the type of trader which includes market share at the level of Middlemen, inter-island traders, wholesalers (cashew exporters). While the market share of cashew nuts is analyzed at the level of traders/processors, traders between islands/processors, wholesalers and retailers. The market share of cashew nuts at the level of middlemen in Southeast Sulawesi is calculated by comparing the amount of cashew that can be sold by one of the Middlemen with the whole cashew that can be sold by all Middlemen in Southeast Sulawesi. The results of the analysis of the market share of cashew and cashew nuts can be seen in Table 2.
Table 2. Cashew Nut Market Share in Southeast Sulawesi Type of Seller Pangsa Pasar JM Struktur Pasar Pangsa Struktur Pasar KM Pasar 1 Middlemen 56,33% Oligopoly longgar 65,85% Oligopoli ketat
2 Inter-island traders 82,22% Oligopoli ketat 65,2% Oligopoli ketat
3 Wholesalers 94,1% Oligopoli ketat 63,66% Perusahaan dominan
4 Retailer - 81,38 Perusahaan dominan
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The information in Table 3 shows that combining 4 values of market share at the level of middlemen 56.3% leads to a loose oligopoly market structure which means that price agreements are very unlikely to be done in contrast to the cashew market structure by combining 4 market shares in the Inter-Island Traders level of 82.22% and the merger of 4 wholesalers with a market share of 94.1% lead to tight oligopoly which means that price agreements can be made and have a great strength to influence the market. According to the information in Table 2, it shows that the merging of 4 market share values at the level of Middlemen/cashew nut processors is 65.85% and the combination of 4 values of market share among inter-island traders is 65.2%. This situation indicates the market structure of cashew leads to strict oligopoly, which means that traders have a great power to influence the market, while the market structure of cashew nuts at the level of wholesalers and retailers leads to dominant companies without strong competitors because there is only 1 trader who has the value of 50% -100%. This condition indicates that traders can set a business strategy as an effort to increase the number of sales with the aim of increasing the profits received. The concentration of the ratio of cashew/cashew nuts Analysis of market concentration of cashew nuts was based on the concept put forward by Martin (1989) through the comparison of the amount of cashew nuts purchased by certain traders by comparing the amount of cashew nuts sold by all traders by type traders in Southeast Sulawesi, this analysis aimed to determine the degree of concentration of buyers from a market area so that it could be known that the strength of the bargaining position of farmers to buyers.
Table 3. The concentration of the ratio of cashew nut in Southeast Sulawesi Province, 2018 Type of Seller Ratio Concentration Market Structure 1. Middlemen 88,25% High Concentration Oligopsony 2. Inter-island traders 138,45% Monopsony 3. Wholesalers 96,37% Concentration Oligopsony The information in Table 4 shows that the concentration ratio at the level of middlemen/processor 88.25%, wholesalers with a concentration ratio of 96.37% so that the cashew market structure leaded to high concentration oligopsony which means the existence of traders as buyers put them at a high level of power to influence the market. This situation was in accordance with the market conditions where wholesalers and Middlemen had a power to determine prices. Inter-island traders obtained a concentration ratio of 138.45% so that the cashew market structure leaded to the monopsony market, which meant that there was only one buyer who controls the market who have a major influence on pricing and traders have the right to reject cashew nuts offered by traders processing village/farmer collectors when the surplus amount of supply and quality was not in accordance with the standards set by wholesalers
Table 4. The concentration of Cashew Nut Ratio in Southeast Sulawesi Province, 2018 Type of Seller Ratio Market Structure Concentration 1. Middlemen 90,92% Moderate Concentration Oligopsony 2. Inter-island traders 89,19% Moderate Concentration Oligopsony 3. Wholesalers 5,524 Monopsony 4. Retailer 98,34% High Concentration Oligopsony
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The information in Table 5 shows the combination of 8 concentration ratios at the Middlemen level of 90.92%, combining 8 concentrations of the ratio of inter-island traders 89.19% indicating the cashew nut market structure leads to a moderate concentration of oligopsony markets, which indicated traders had moderate power to affect the market, affected from the competition among inter-island traders. The higher the level of market concentration, the lower the level of competition because there were only a few traders who control the cashew market, the concentration of wholesalers 5.525 leaded to the market structure of monopsony, which meant that there was one trader who controls the market as well as the price of cashew nuts. while the merger of 4 concentration ratios at the retailer level of 98.34% leaded to a high concentration oligopsony market structure which indicated that it had a great power in influencing and controlling the market. Challenge to Enter the Cashew Nut Market
Table 5. Challenge to Enter the Cashew Nut Market in Southeast Sulawesi Type of Seller MES Cashew Nut Information Jambu Mete MES (%) (%) 1. Middlemen 19,08 26,14 High Entry Challenge 2. Inter-island traders 31,11 23,95 High Entry Challenge 3. Wholesalers 36,69 63,10 High Entry Challenge 4. Retailer - 81,38 Highest Entry Challenge Information Table 6 shows that the Minimum Scale Efficiency (MES) at the Middlemen level was 19.08%, inter-island traders with MES values 31.11%, wholesalers had MES 36.69%. The overall MES value in the cashew market indicated that new competitors would have high challenges when entering the cashew nut market. Based on the information on the Table 6, it also shows that the MES value at the middlemen level is 26.14%, at the inter-island trader level 23.95%, at the merchant level MES value is 63.10% and at the retailer, level obtained MES 81, 38%. Based on the MES values obtained indicate that new competitors who would enter the cashew nut market would face high challenges. This explanation was in line with Jaya's opinion (2001) which stated that if the minimum value of scale efficiency (MES) is more than 10%, it means that new competitors get high challenges in marketing. The overall analysis results showed that new competitors would get very high challenges at the level of retailers with an MES value of 81.38%.
4. CONCLUSIONS The market structure of cashew nuts qualitatively can be decided as an oligopoly market, which means that there were only a few buyers who transact the purchase of cashew (traders) with farmers (sellers. Product differentiation has been carried out by some market participants in various forms and flavors. Market knowledge level related to price information known by farmers, processing farmers, village/processing traders, and inter-island traders, farmers had known market information from other farmers who had conducted transaction, from village / inter-island traders when they were going to sell. the cashew market at the middlemen level leaded to loose oligopoly, the market structure of cashew nut at the Inter Islands Traders level and wholesalers leaded to tight oligopoly, while the structure of cashew nuts at the level of wholesalers and retailers leaded to the dominant corporate market without strong competitors. the glass market the cash at the level of inter-island / processing traders leaded to the tight oligopoly market. The market structure of cashew nut at the middlemen level and large-scale traders and the market structure of cashew nuts at the retailer level in terms of the degree of concentration of buyers leaded to the high concentration oligopsony market structure. The
http://iaeme.com/Home/journal/IJCIET 2461 [email protected] Wa Ode Alzarliani, Bahari, Sitti Aida Adha Taridala, Idrus Salam market structure of cashew nuts at the level of middlemen and inter-island traders leaded to a moderate concentration of oligopsony markets, market structure of cashew at the inter-island level of traders and cashew nut market at wholesaler level leading to the monopsony market. New competitors that would enter the cashew nut markets would get high challenges at the level of Middlemen, inter-island traders, wholesalers, even very high challenges when new competitors would enter the cashew nut market at the retail level. who conduct product differentiation with an MES value of 81.38%. Therefore, it is recommended that farmers make cashew farming activities as a commercial business by conducting cultivation activities as recommended and conducting marketing functions so that they can produce quality cashew which has high selling value and can increase farmers' bargaining position (bargaining position) and farmers should cooperate with traders who can provide price information.
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