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Marketing Strategy Development Model of Increasing Sales Volume of Dangke Cracker: Enrekang Regency Food Specialty

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Marketing Strategy Development Model of Increasing Sales Volume of Dangke Cracker: Enrekang Regency Food Specialty Advances in Social Science, Education and Humanities Research, volume 231 5th International Conference on Community Development (AMCA 2018) Marketing Strategy Development Model of Increasing Sales Volume of Dangke Cracker: Enrekang Regency Food Specialty Muhammad Siri Dangnga Arman Muhammadiyah University of Parepare Muhammadiyah University of Parepare [email protected] [email protected] Buhaerah St. Maryam Institut Agama Islam Negeri Parepare Muhammadiyah University of Parepare [email protected] [email protected] Abstract. The Dangke product is a milk product like Enrekang Regency began to develop dairy cow's milk in cheese, processed by people of Enrekang Regency. 2009 (also called 'Deppa Dangke') which is crunchy and The producthas started since 2009 and developed the tasty. Head of P2HP Field, Junwar explained, “Market Dangke products of crackers which are crunchy and response ispositive and more profitable for producers tasty. The marketing area of Dangke’s cracker is still because DC can last longer and the price can be more limited to local consumption and to a number of than doubled the price of Dangke[1],[2]”. exports, unless someone is traveling outside the area, The marketing area of Dangke Cracker is called DC then serves Enrekang Regency food specialtyas is still limited. Marketing of DC in Enrekang Regency is souvenirs. The aim of this research is to produce and for local consumption and still a little out of the region implement a marketing strategy model of Dangke unless someone is traveling outside the area, then used as Cracker in expanding marketing area and increasing souvenir specialty food of Enrekang Regency. The sales volume of Dangke Cracker and producers from limited marketing area of DC is due to a lack of direct Enrekang Regency. The research was conducted promotion on mass mediaand distribution to other about oneyear or ten months in Enrekang Regency as regions.From the preliminary survey, we can see the a center for dairy cattle breeding and Dangke potential of dairy milk production, the availability of raw Cracker manufacturing centers, and marketing areas materials in Dangke, the marketing prospects of DC, and in nine districts/municipalities in South Sulawesi the constraints/disadvantages of the DC marketing Province, their communities as a target consumers concerns.This research necessarily helps producers of and retailers and dealers. This research used a DC in increasing the turnover/sales volume of DC, which diagrammatic model as a development framework in turn the sales can increase DC producers’income in and SWOT matrix as a design analysis of marketing Enrekang Regency [3], [4]-[5]. strategy of Dangke Cracker, and financial analysis on Enrekang Regency hasDangke product specialty produced income. foods processed from dairy cow milk which is heated by low heat to boiling.Then, the boiled milk is added papaya Keywords: Dangke, Crackers, Enrekeng, Food sap (enzyme papain) and clumped together, in which the Specialty, Marketing process can print clot in coconut shell (hollow) while being pressed so that the liquid is separated. The Dangke INTRODUCTION product other than consumed directly, it serves as the main raw materials for the manufacture of DC[6], [7]. One of the sub-sectors that received special attention The study is focused on how to design a marketing from the Local Government Unit of Enrekang Regency is strategy development model of Enrekang District cracker the Livestock sub-sector, with superior commodities in food specialties that can be implemented in expanding the form of dairy cow milk and processed products that marketing area and increasing sales volume of DC. are community-based and market-oriented. The description of livestock potential: Milk Cow population METHOD in 2009 was 1.508 with milk production of 1.314.720 liters. It can be seen in Appendix 1 and 2(BPS Enrekang Diagrammatically, the framework of the model Regency, 2010). In 2011, the dairy cattle (Milk Cow) has development of DC marketing strategy in this study can a population of 1.443 tails with milk production as much be seen in Figure 1. Based on the description of the as 4.613 liters every day. TheDangke product is a dairy background and the formulation of the problem, the product like cheese, processed by the people of Enrekang actions that need to be immediately cultivated are: 1) Regency. The livestock and Fishery Service Office of increasing the sales volume of DC along with the Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 8 Advances in Social Science, Education and Humanities Research, volume 231 increase capacity/volume of production; 2) conducting increase the sales volume of DC from producers in promotion activities of DC; and 3) Enrekang Regency. distributing/distributing DC to other areas. These three actions are related to the marketing strategies. Table 1: External Factor Keys A packaging and marketing unitof Agribusiness of Opportunities Threats Dangke Crackerfocus on packing processes, such High consumer interest, Competitor cheese labelling DC products from producers, distribute and especially those who already crackers similar to DC market the products to traders or distributors and know the product consumers. There is no yet another The price of alternative Specifically,the first step in the implementation of Dangkeproduct as a center crackers (Cassava, marketing strategies, the Unit have just followed a in Indonesia Potatoes, etc.) is cheaper gradual application of the strategies, which are applied to Government support There are still many each agroindustry/producer of other DC, so that in the consumers who do not future they can advance packaging unit and marketing know this product. functions especially when demands haveincreased in the Wide market opportunities There is a change of marketing area and reached regional and national scales. taste/aroma (product In relation to the study on the functions and damage) marketed by performances of this model, the environment/parties agents / retailers outside the model system are expected to play a significant role undertaking government institutions, Table 2: Internal Factor Keys financial institutions, community/social culture, Strengths Weaknesses technological environment and other parties. Particularly A raw material is available High production cost, on the part of the local government is much needed the selling price tends to support: technical consultation, cooperation, be expensive administrative/licensing, marketing promotion, High Quality Nutritious Less intensive transportation, etc. Internally the model must also have Products (milk) promotion mutual coordination and cooperation among other The taste of the product is Distribution cost of manufacturers and marketing units. For example, the very distinctive expensive products most important is the uniformity of recipes and the Maintainingproducts Less extensive process of building DC and pricing it as well as marketing area optimizing the role of producers’ associations of milk and its dairy products, if necessary. The real threat is that a small part of the product is The research was conducted in Enrekang Regency as damaged by a change in taste/odor; the possible void a center for dairy farming and DC production centers, product is when the agent does not use gloves and masks and marketing locations in 20 districts/cities in South at the time of packaging as to themicrobe contamination. Sulawesi Province as the target consumers and target There are also defective products such as leaking packs agents/brokers. The DC agribusiness unit as a packaging because of being bitten by ants, especially when the and marketing unit is located in Enrekang Regency and agent does not save the products properly e.g. putting on in Parepare City. The study was conducted from March a dusty place. It should also be avoided by candidate to December 2014. agents who do not have roomy spaces/cabinets/shelves. Data were collectedin this research are 1) direct Otherwise,when a good candidate agent has a observation (conducted by observation); 2) interviews (as cupboard/storefront or a shelf/basket of snacks, the a process to obtain information by direct question-answer products show an ‘eye-catching’ and easily invite more with producers, distributors, consumers, and related potential customers. parties); 3) surveys (especially data relating to the Based on pricing strategies, there are different implementation of the marketing strategies, the consumer selling prices on each distribution trip. For the first trip in responses, the framework, the degree of consistency). Parepare City, Sidrap Regency, and Pinrang Regency, the selling price to agents is IDR 11.500/pack for large RESULTS DCpackages (140 gram) and IDR 5.500/pack for small DCpackages(70 gram). For the second trip in Tator The design analysis of marketing strategies of DC Regency and North Tator, the selling price to the agent is started from the result of external key factor analysis; see IDR 10.000/pack for large DCpackages(120 gram) and Table 1 and Table 2. IDR 5.000/pack for small DCpackages(60 gram). For the In this study, all the strategies generated from the third and fourth trips, each includes two districts/cities, SWOT matrix need to be implemented as they become namely: Barru Regency, Pangkep Regency and Maros 'Marketing Mix' strategies including: product strategy, Regency as well as Makassar City, the selling price to pricing strategy, promotion strategy, and distribution agent is IDR 8.000/pack for largeDC packages(100 strategy.The four strategies can be implemented gram) and IDR 4.000/pack for small DCpackages(50 simultaneously to expand the marketing area and gram). For the last selling price, it is intended that the agent can sell to consumers at IDR10,000/pack and IDR 9 Advances in Social Science, Education and Humanities Research, volume 231 5,000 /pack, in which the consumerpriceis the same CONCLUSION value as a direct purchaseof the DC manufacturer in Enrekang Regency.
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