Post on 05-Apr-2018
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FARMER INSTITUTIONAL ROLE INMARKETING OF ORGANIC RICE
(A Case at Gapoktan Mekartani, Subdistrict of Kebonpedes Sukabumi Regency)
By:Reny Sukmawani
(Lecturer of Agricultural Faculty, Muhammadiyah University
of Sukabumi)Student of Doctoral Program, Agricultural Economics UNPAD
Member of PERHEPI Komda Bandung Raya)
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INTRODUCTION
FARMERSBARGAININGPOTITIONAREWEAK
THE AREA OF NARROWFIELD/ THE SMALLBUSINESS SCALE
LIMITED OR LESS OFFINANCIAL CAPITAL
NOT KNOWING OF
MARKETINFORMATION
MARKET ACCESS ISWEAK
LESS OF KNOWING
ESTABLISHING AGROUP
-Farmersconsolidation in an
institutional
-- ProductionCollectivity
(planning, pattern,kinds, quantity &production cycle)
-Market collectivity
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GAPOKTANMEKARTANI
To solve the price problem infarm enterprise
To increase awareness of healthy life
ORGANICRICE
Growing of organic farm
technology
Opportunity of commoditymarket
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THE PURPOSE
The aim of this paper is to identify the farmersinstitutional role, that in this case, GapoktanMekartani in marketing of organic rice and themarketing strategy carried out by GapoktanMekartani so that it could improve thefarmers income and developed into
competition.
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DISCUSSION
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GAPOKTAN MEKARTANIS PROFILES
ADDRESS : FOUNDED : 2007 LEADER : Ujang Zaenal Muttaqin MEMBERS : 4 group of farmers (159
farmers) COMMODITY : Organic Rice & Horticulture
Organic rice = 19 hectares (59 farmers) Variety = sintanur & ciherang Technology = System of Rice Intensification (SRI) Productivity = 7 8 ton / hectares
Jambe nenggang Village, KebonpedesSubdistrict, Sukabumi Regency, West Java
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THE ROLE OF FARMER INSTITUTIONAL(GAPOKTAN MEKARTANI)
As the farmer institutional, GapoktanMekartani has made serious efforts to run itsrole in increasing economical scale andbusiness efficiency by doing collective actionin various things especially in marketing of organic rice and this effort has got significant
result
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THE ROLE OF FARMER INSTITUTIONAL(GAPOKTAN MEKARTANI)
Business Unit of Production Service for fulfilling themarket necessity (quantity, quality, continuity andprice);
Business Unit of Supplying Service of Farm ProductionMeans (subsided fertilizer, certified seed, and any
others) and to distribute to the farmers through theirgroups; Business Unit of Supplying Service of Financial Capital
and to distribute by credit to the farmers who need it; Business Unit of Processing Process Service of Product
of members (grinding, grading, packing, and anyothers) that can increase more value;
Business Unit of Trading Operate Service,marketing/selling the farmers product to the traders/off farm industry
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MARKETING STRATEGY OF ORGANIC RICE
As a large group accommodating the farmer groups in one sub district,Gapoktani Mekartani has a marketing strategy; it tries to makeconsumers satisfy with their special quality products, product price aswell as distributing the products to their consumers.
In the sector of special quality products, the farmers joined in
Gapoktan Mekartani have produced healthy rice of which itssuperiority has been proven either in the flavor, nutritional value,aroma and even in the storage power.
In the sector of product price, the farmers joined in GapoktanMekartani have determined the product price in accordance with the
product quality. In the sector of distribution, Gapoktan Mekartani has permanents
distributor and a possibility of purchasing to Gapoktan without anyrequirement.
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CONSIDERED FACTORS:
Target Market
(1) Market Segmentation
(2) Determining of target market
(3) Product Positioning
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(1) MARKET SEGMENTATION
Based on the identification result, GapoktanMekartani chooses special segment toemployees or office affairs based on education
degree, so that they can understand that it isimportant to consume healthy rice, and fromthe economics side, they are able to buyhealthy rice that the price is higher than usualrice. These customers are the main targetfrom Gapoktan Mekartani.
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(2) DETERMINING OF TARGET
MARKET Before determining this step, Gapoktan
Mekartani has selected the segment that willbe chosen. The choise that has been chosen
by Gapoktan Mekartani is the best choise fortoday and period of long time. GapoktanMekartani hopes to get the definite marketand definite price so that the farmers are ableto focus on the qualivied production to keepthe customer trust.
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(3) PRODUCT POSITIONING The strategy of product positioning at Gapoktan
Mekartani is an effort to create a certainimpression to consumers such as naming
healthy to the product so that the consumersare interested in buying (consuming) it. The factors concerned by Gapoktan Mekartani
related to the product of healthy rice are the
cases of quality, branding customer careparticularly in the case of sales service anddelivery product.
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CLOSING As a farmer institution, Gapoktan Mekartani has
tried to implement its role in improving theeconomical scale and business efficiency by doingthe collective act in any activities especially inmarketing organic rice.
Meanwhile, the marketing strategy applied byGapoktan Mekartani is trying to satisfyconsumers from the field of product quality,product price or product distribution toconsumers
In applying it marketing strategy GapoktanMekartani always considers target marketconsisting of three main steps, namely (1) marketsegmentation, (2) target market determination,(3)product positioning
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Establishing group is a good alternative choice forfarmers having narrow field in improving theirbargaining position, it has been implemented bythe Rice Farmers at Kebonpedes subdistrict underGapoktan Mekartani management
However establishing group is not enough if it isnot committed to be developed together by themembers, therefore, Gapoktan should maintainthe commitments and improve solidarity. As well
as developing the group growing so that thenumber of members are increasing and so is theproduction scale, so that it could fulfill costumersdemand in demanding product.
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THANK YOU