Kemitraan Pemasaran Sebagai Sarana Pengentasan Kemiskinan: Ide, Langkah dan Pelaksanaan Kasus Di Pangkalan Pendaratan Ikan Juwana, Kabupaten Pati Jawa Tengah (Marketing Partnership) as a Means of Poverty Eradication: idea, Steps to Take and Implementation, a Case of Juwana Fishery Landing Point.)

Abstract

This article presents an idea of using marketing partnership for poverty eradication. As a first step a research was conducted (1) to describe socio¬economic conditions of the fisher community, (2) to tap stakeholder perceived need of marketing model of supply chain partnership and (3) to set up a prototype model of marketing partnership as a means of poverty eradication (SCM Model). The research used primary data (81 respondents) chosen with stratified purposive sampling methods. In addition, the research elaborated secondary data. Data collection methods includes interviews, GD and observation. Three analysis applied are income analysis, marketing efficiency, and economic institution analysis.There are three groups of fishery community: ship owners, captains, and crews with different income level and vulnerability to poverty. Crews and small ship owners are vulnerable to poverty. Spending management is an option for poverty eradication in fisher community There are 9 economic agents (income earners) and 4 distribution channels in the supply chains of fish catches. Marketing partnership model can be established by revitalising the existing one. The partnership should bring fish auction unit (TPI), fish collectors (bakul), fish processors, cold storages, fishery cooperatives, and the independent investors to be parties in the partnership. The marketing partnership model contents an arrangement of stakeholder roles, chain governance, transaction mechanism. This research look forwards to continuing steps of tryout and model implementation.