Strategi Pengembangan Usaha "Nila Pufl" dalam Meningkatkan Pendapatan IKM Pengolahan Hasil Perikanan pada CV."X" di Cibinong Bogor

Abstract

The very limited product of fishery is one of the reasons that lowering the consumption level of fish for Indonesian people. It is necessary to do diversification of fish products to increase the consumption of fish. One effort of the diversification is producing a snack puff. Snack puff is a snack that made of cooked cerelia under extrusion condition to change it to be puff/dry. The addition of nila fish powder to the snack puff product is named "nila puff'. CV. '"X" at Cibinong, Bogor is a nila puff producer who has partnership with Ministry of Marine Affairs and Fisheries, in this case is National Centre for Fishery Quality Control (NCQC). The purposes of this research are: (1) to know the influence of consumer's preference of nila puff product for marketing and developing in the production unit, (2) to produce diversification forms at CV."X" at Cibinong and the business aspect, (3) to know the future prospect of nila puff diversification which is done by CV. "X" at Cibinong through developing expansion business strategy. Analysis method, which is used to analyze and interpret the data, is descriptive method, done by collecting data about potential information of raw product that produced by the company. Another analyzed data is by laboratory test to the final product quality, which includes microbiology test (ALT and fungus), chemical test, market demands and strategic competitors through macro at the nila puff production unit. Analysis method, like Importance Performance Analysis (IPA), External Factor Evaluation matrix (EFE), Internal Factor Evaluation (IFE), Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, and break even point analysis (BEP), and also profit margin : BEP and Benefit/Cost (B/C) Ratio. Based on the IPA result, receive four quadrant indication of each attribute criterias. The attribute which is necessary to get attention and should be priority in working improvement is packaging attribute, trade mark, ease attribute "halal" and easy to get product attribute. The BEP of CV. "X" is 422,717 unit products or Rp 339,247,917 in 2008 period, but the actual selling achieved by CV. "X" production unit is 1,440,000 unit products or Rp 1,152,000,000. This data indicates that the company already passed through the BEP. But according to B/C Ratio calculation, got 1,52 point which indicates that the production unit is good to be done. Based on the SWOT matrix, it could be arranged some marketing strategic alternatives according to marketing mix. One suggestion for the company to develop the business in the future is to implement marketing strategy.