Study of Ornamental Fish Marketing Strategies in Foreign Markets
Kajian Strategi Pemasaran Ikan Hias di Pasar Luar Negeri
View/ Open
Date
2012Author
Susanto, Hadi
Raharja, Sapta
Sumantadinata, Komar
Metadata
Show full item recordAbstract
Ornamental fish is the new potential commodity that still require more intensive development efforts in Indonesia, because the international market is bright and its abundant natural resources. The purpose of this study are to (1) identification the internal and external factors that affect marketing strategies of ornamental fish in foreign markets, (2) develop alternative marketing strategies of ornamental fish in foreign markets, (3) establish the priority of alternative marketing strategis of ornamental fish in foreign markets forward, and (4) find out indonesia ornamental fish market share in foreign market than its main competitor countries. The method used in this study is descriptive method that focuses on aspect of marketing strategies, as well as Internal and External Factors Evaluation (IE), Strengths, Weaknesses, Opportunities and Threats (SWOT), Quantitative Strategic Planning Matrix (QSPM) and Boston Consulting Group (BCG) analysis. The resulted total scores value of both External Factor Evaluation (EFE) and Internal Factor Evaluation (IFE) were respectively 2,544 and 2,187 indicating that is in stable position to respond to external situation and in average position to respond to its internal factors. The total value of both IFE and EFE was to identify the position of Indonesia. The matrix value of IE pointed to middle cell position (V), i.e. growth/stable. Based on the calculation of QSP matrix, the most interesting strategy to apply is increasing the national production of quality that can compete in global markets through the development of the area and market driven (13.418). Based on BCG analysis results, it is known that Indonesia's market share of 0.33 with high market growth rate reached 70%, which suggests that Indonesia is in the position of Question Marks. Therefore, the strategy can be implemented by Indonesia is an intensive strategy, through market penetration and market development or product development, and considering.
Collections
- MT - Professional Master [880]
Related items
Showing items related by title, author, creator and subject.
-
The Marketing Strategies for Indonesian Mango in International Market
Purnama, Irma Nuranthy | Sarma, Ma’mun | Najib, Mukhamad (2014)Mango is one of the Indonesian leading tropical fruit with high production volumes, ranks seventh largest in the world that is 2,131,139 tons in 2011. Nevertheless, the export volume is very low at only 1,485 tons in 2011 ... -
Perilaku Komunikasi Pemasaran Pembeli Ikan Hias (Kasus Pusat Pengambangan dan Pemasaran Ikan Hias : Raiser Cibinong, Bogor)
Adiguna, Wira | Lumintang, Richard W.E (2011)This study analyzed the relationship of marketing communication in consumer behavior in Cibinong Raiser. The purpose of this study were, 1). To identify the characteristics of ornamental fish buyer, 2). To analyse the ... -
Women Access to Market: Vegetable Marketing of Women in the Village of Hambaro,Nanggung Subdistrict, West Java, Indonesia
Puspitawati, Herien | Koesoemaningtyas, Tri (2012)This study aims to compare how gendered networks and coalitions affect the ability of groups to access and control natural resources and to access appropriate markets and capture value for their agricultural products. The ...