Analisis Risiko Pemasaran Ikan Hias di PT Maram Aquatic Kecamatan Ciomas Kabupaten Bogor Jawa Barat
Abstract
PT Maram Aquatic is a company that engaged in the export of ornamental fish business. The company has diversified to offer a variety of ornamental fish but still has the risk of marketing which can be seen in the fluctuated of ornamental fish marketing sales. The purpose of this study is to identify the marketing risk sources, analyze the effect of diversification on risk level marketing, and assess alternative risk management strategies ornamental fish marketing that should be done by PT Maram Aquatic. The method that used in this study are variance, standard deviation, and coefficient of variation for risk analysis on specialization and diversification of activities, and using SWOT analyze for alternative risk management strategies. The results showed that the source of marketing risk comes from demanding and supplying of ornamental fish. Diversification of two and three dominant fish commodities in PT Maram Aquatic can reduce the risk specialties of Calico shubunkin and Pleco hypostomus, but can not reduce the risk specialties Red comet. Alternative risk management strategies should be applied to the company are making a contract with a supplier, increasing the number of suppliers, improving the promotion, maintaining quality, and anticipating to observe see the market development.
Collections
- UT - Agribusiness [4611]