Enlargement, Marketing Strategies and Development Strategies of Catfish at UD Sumber Rezeki Parung, West Java

Abstract

Consumption and demand for catfish has increased. These conditions open a big opportunities for catfish farming. To be successful in catfish farming, it requires technology and the enlargement of catfish market domination. The purpose of this study was to determine the magnification and technology marketing at UD Sumber Rezeki and get a new breakthrough in marketing efforts and the enlargement of catfish, determine the feasibility and efficiency of marketing efforts and the enlargement of catfish, find the prospect of catfish processed products, know the strengths, weaknesses, opportunities and threats in the enlargement and marketing of catfish and determine the strategy of business development and marketing of catfish enlargement on UD Sumber Rezeki. Technology production processes carried out by following the catfish aquaculture activities at UD Sumber Rezeki Parung, West Java, and then analyzed the feasibility of their business. The analisis through qualitative analysis, quantitative analysis of IFE (Internal Factor Evaluation) and External Factor Evaluation (EFE) Matrix IE and SWOT (Strengths, Weaknesses, Opportunities and Threats). Catfish farming in the UD Sumber Rezeki Parung, West Java feasible to be implemented with the value of Benefit / Cost (B / C) ratio> 1,26. Break Event Point (BEP) catfish production. Rp. 9631.76 per kg, NPV 14% on the value of Rp. 38,140,956, 17% IRR and PBP 3 years 9 months. Efficiency for catfish enlargement in UD Sumber Rezeki determined by the use of water by gravity, the use of probiotics to save time, use sinking feed and floating feed. Based on the IFE (2.83) and EFE (2.81), then the position at UD Sumber Rezeki phase of growth and stability and are in quadrant 5. Based on the analysis matrix and SWOT matrix IE, then the strategy for developing UD Sumber Rezeki, Parung, West Java are (1) market penetration by selling directly to end customer, (2) diversification of catfish products and (3) improve the competence of human resources. The conclusion of this study is the process of enlargement of catfish conducted by UD Sumber Rezeki good enough, the feasibility and efficient good enough but distribution channel catfish is too long. The most appropriate strategy for development is to penetrate and market development and product diversification. The advice is to develop more diversified products and observations in the distribution channel catfish.