PROPOSED MARKETING STRATEGY TO INCREASE RICE DISTRIBUTION VOLUME (CASE STUDY : PASAR MITRA TANI (PMT) WEST JAVA PROVINCE)

• Main Author: Nuryah, Nisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67415
• Institution: Institut Teknologi Bandung

Introduction: PMT (Pasar Mitra Tani) West Java Province is a distribution and marketing centre under the coordination of the Food and Livestock Department West Java Province which is in charge of managing the supply, distribution and marketing of agricultural products from Farmer Groups and distributors to the community in order to maintain stable supply and prices of staple foods. The Food Security Agency assigned PMT to absorb food, especially rice commodities from farmer groups and distribute it to the community, in accordance with the predetermined supply target, but PMT has not been able to achieve this target. Problems: The reasons PMT has not reached the distribution target, carried out two analyzes of external and internal factors that caused the distribution did not reach the target. This research is qualitative using the case study research method. Interviews and direct observations were carried out for actual data collection. External data sources come from reports from Badan Pusat Statistik, the Food Security Agency of the Ministry of Agriculture, and Bank Indonesia. Method: The data is processed to find out the root cause of PMT did not reach the target of distributing rice supply. External factor analysis in this study uses macro-environment analysis (PESTEL), Porter's five forces, and competitor analysis. The internal analysis uses supply chain analysis, STP (segmenting, targeting, positioning), 7P’s marketing mix, and SWOT analysis to find internal strengths and weaknesses as well as external opportunities and threats. Discussion: The results of the analysis of external and internal factors, it was found that the root causes of not achieving the rice distribution target were PMT does not determine segmentation, targets, and positioning, lack of public awareness of the existence of PMT caused by the low intensity of promotional activities, retail locations that are less strategic and representative, online sales only use 1 e-commerce that is not widely known to consumers, Farmer groups do not have milling technology that can produce premium rice, no specifically marketing employee, and limited PMT management budget. Conclusion: The solutions for how to increase distribution volume at PMT in this study were formulated using the TOWS framework. Based on the results of the analysis, researchers found some internal factors that can be improved by PMT. These internal factors are strengthen sustainable partnerships with farmer groups, creating free shipping programs regularly, increase cooperation with delivery services, determine segmentation, target, and positioning focus on pursuing markets with potential targets such as civil servants, adding an offline store location near the West Java Provincial office, hire marketing employee, promotion and marketing communication strategy through digital media and social media marketing with attractive content communicating services, creating a member system for civil servants and a payment system from monthly salaries, strengthening the bargaining position regarding PMT budget needs, especially for the procurement of milling facilities to produce premium rice, strengthening the E-commerce system PasTani as a form of digitalization implementation and direct sales by bundling rice with other food products when price fluctuations occur.