The Marketing Strategies for Indonesian Mango in International Market

Abstract

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 with the main markets for Indonesian mango are the Middle East and Singapore. Indonesia has a chance to enhance the export volume considering the potential of mango production and world market nowadays. Therefore this study was aimed 1) to describe the characteristics of mango production and marketing in Indonesia, 2) to study the internal and external factors affecting Indonesian mango exports, and 3) to formulate strategies for enhancing the mango marketing in the international market. The data used was primary and secondary data. Gedong gincu and Arumanis were chosen among other varieties because both are the exported varieties. Data were collected on May-August 2012 by observation and inerview using questioner to nine for SWOT matrix and five for AHP respondents. Respondents consisted of farmers in Cirebon and Indramayu; exporters in Cirebon and Probolinggo; fruit exporter association, government, and researchers. Analysis tools used were: 1) Internal Factor Evaluation Matrix, External Factor Evaluation Matrix, and Internal-External Matrix, 2) Strength Weakness Opportunity Threat Analysis, and 3) Analytical Hierarchy Process (AHP). Mango cultivation is generally carried out by small-scale and farmyard farmers conventionally with simple maintenance management, resulting on a diverse quality. Marketing chain for the export market is quite short, farmers directly to exporters and farmers to exporters through collectors. There were few cooperation (contract farming) between farmers and exporters in the mango supply and the support for production. The results showed that total score of IFE matrix was 2.103 and total score of EFE matrix was 2.893. The combination of both results placed the competitive position of Indonesian mangoes in the second cell, that was grow and build cell. Recommendations to improve the marketing of Indonesian mango in international market were to implement standardization of mango orchard, increased cooperation between exporters and farmers, and developed "one stop service" center per region to produce and assure the availability of high quality fruit that could meet international market demand.