MARKETING MANAGEMENT REVIEW OF PRESERVED LAYANG FISH IN TEGAL CITY

Abstract

Traditional fish processing business still conducted in Indonesia, because this business has a prospect to develop supported by fish resources availability in production centre, high demand in consumption centre, simple technology, and much of traditional fish processing household industry. Preserved Layang fish produced in Tegalsari Village is one of popular processing product and has penetrated market in several areas in Java. The obstacles faced by this industry are quality, production cost, market reach, and stakeholders’ role. This study aimed to evaluate preserved fish production from technical, marketing, consumer perception and business development strategy perspectives. The analysis used in this study is descriptive statistics. The interview and questionnaire are administered to 30 respondents (15 small, medium and large scale fish producers in Tegalsari Village and 15 customers in Semarang). The results show that Layang fish as raw material is collected from PPI Tegalsari, PPI Pelabuhan, and PPI Muarareja. Preserved fish distribution is including fisherman, large traders, and producers. Marketing pattern for preserved fish is simple. The fish 2-3 times handed over before delivered to final customers. Costs incurred by preserved fish producers are Rp. 17,611,565 (small scale), Rp. 116.135.870 (medium scale) and Rp. 185.450.650 (large scale). The profits (µ) are Rp. 11.001.733 (small scale), Rp. 58.048.910 (medium scale) and Rp. 103,335,558 (large scale). Consumers perceive that the quality is quite good but must be improved, more delicious taste, more hygiene packaging, product availability, afforded price, and most important is free from danger material addition, therefore can be consumed in prolonged time. To improve quality, rationalization and standardization must be conducted, as well as supervisory from related parties in decision making, such as supervisory/campaign, education/training, and empowerment to improve their business and living standard. Keywords: Preserved Fish, Marketing, Cost and Return