Supply chain management jambu kristal pada Agribusiness Development Center-University Farm (ADC-UF) IPB

Abstract

Seedless guava is technological based product which is introduced by Taiwan Technical Mission through ADC-UF IPB to farmers in Bogor to help them participating directly to the highly valued supply chain. SCM is implemented by ADC in marketing seedless guava to the modern markets through creating value and building and maintaining relationship marketing with farmers, althogh there are some problems regarding farmers commitment to the relationships. The study aims at (1) identifiying characteristics of seedless guava farmers and evaluating relationship marketing between ADC and farmers, (2) identifying influencing factors of relationship marketings between ADC and farmers, (3) Analysing the implementation of SCM. Survey was conducted to 58 farmers in Cikarawang and Bantarsari, Bogor. In-depth interview was held to the staff of ADC and staff of modern retailers in Bogor. Descriptive qualitative is applied to answear objective (1) and objective (3) againts theory. Smart PLS is applied to answear objective (2). Result shows that the majority of farmers are less educated, in the range of productive ages, engaged in the relationship less than 2 years and have less than 400 guava trees. The relationship is identified to be a development partnership instead of pure business partnership. Degree of farmers satisfaction and commitment to the relationship is still low. Trust and commitment are the key influencing factors to the relationship. ADC has tried to implement the six key principles of SCM although in the farmers level is still poor due to the lacke of governance. Establishing farmer cooperative whis is supervided by ADC is alternative to improve governance in the SCM.