Analisis dan Strategi Pemasaran Sapi di Kabupaten Batubara

Abstract

This research was identified and analyze marketing channels, marketing margins, share margins, marketing efficiency and marketing strategy of cattle in Kabupaten Batubara. This research was conducted in May - June 2017. The research location was chosen by purposive sampling and conducted in 3 (three) subdistricts, namely District of Lima Puluh, Sei Suka, and Medang Deras. The research respondents were taken by classified random sampling, which were 85 cattle breeders, and the samples were selected by snowball ball sampling, as much 11 local traders and 2 big traders. Data analysis was done descriptively quantitative. The results show that there is a marketing channel involving breeders, local gathering agencies, wholesalers, butchers, and local traders. The results show that there are 4 channels formed from marketing agency that is marketing channel I (local gathering collector - big trader - butcher), marketing channel II (local collector farmer - breeder), marketing channel III (collecting farmer) local - outside merchants) and marketing channel IV (farmers - consumers / butchers). The highest marketing margin is on channel I that is Rp.2.368.501/cattle, and the lowest is in marketing channel IV is Rp.0. Farmer's share is highest in marketing channel IV of 100% and the lowest occurred in marketing channel I of 85,99%. Marketing channel IV is the most efficient channel seen from the calculation of efficiency index that is 0%. Based on the analysis of internal and external factors obtained 3 marketing strategies of cattle in the Regency of Batubara is by (1) Increasing the production of cattle and expand the marketing of cattle to meet consumer needs, (2) Improving the quality and quantity of cattle feed and (3) Maintaining the quality of cattle marketed.