Marketing Function Development of Kopi Ser in Badung Regency
Abstract
UUP Kopi SER experience difficulties to implemented government policy about marketing process Kopi SER product to customer. Alow rank of financial capital, an unoptimalize production tools usage and incapable to fulfill customer needs become a dominant inhibitors factors in marketing process of Kopi SER products. These are indicates that UUP Kopi Ser has serious problems, even lead to a crisis so it’sneeded some action to recover their business continuity. Aim for this research is to make a marketing function model in business process of Kopi SERin Badung Regency, Bali Province. Methodology used in this research are to used UUP performance analysis, continued with stakeholders analysis, obstacles, needs/requirement, and the program objectives of UUP Kopi Ser marketing development using Interpretive Structural Modelling (ISM), as a foothold to produce marketing function model in Kopi SER business process. The research result is UUP Kopi SER performance overall is still not optimal, so needs to be improved performances. Department of Agriculture, low rank of capital financial, a clear memorandum of understanding (MoU) about price, quantity, quality and continuity, an improved of instructor capability in marketing function, and an improved marketing function in order to promote the brand image are the dominant sub-element that can influence UUP Kopi SER continuity and tenacity. Institutionally, UUP Kopi SER role should get support and strong protection from the local government, especially from Department of Agriculture, Department of Industry and Commerce and also Financial Institution as drivers. UUP Kopi SER marketing model function in business process revealed that company marketing, marketing strategy, product manajemen, product marketing and field marketing are still to developed even more.
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Introduction
1.1 Background The government gives very big attention to Micro, Small and Medium Enterprise (UMKM), this is reasonable because UMKM can be more survived from global crisis exposure than any other enterprises. Many initiatives are always cultivated through States Ministries of Cooperative and Small Medium Enterprise to be more and more person are willing to pursue the entrepreneurial world in the form of UMKM establishment. The activity is inline with government effort in economy recovery acceleration agenda as well as strengthening sustainable development and to realizing justice for all the people of Indonesia.
National economy development not only government responsibilities, but also shared responsibilities, where peoples/community are the development main actors and government have very big role to directing, guiding and create supporting facilities which one can be done is partnership program (Susilowati, et al. 2015).
Agricultural sector always reliably contributes to the aquasiciton of non-oil and gas foreign exchange especially in export reception. That exchange reception primarily derived from plantation subsector (palm oil, rubber, cacao, coffee, tea, vanilla), fishery subsector (shrimp, tuna, seaweed, pearl coral, etc). The existence of food and horticulture showed us that agribusiness and agroindustry sectors are still need to be driven by its growth.
Coffee, that become amain of Indonesia export commodity, because of the world coffee demand are still in high place and rise every year that create export opportunities to fulfill world coffee needs. Indonesia as coffee producers that peoples of the world love because of the taste and flavor has exported to meet the demand of coffee (Astiti, et al., 2017). Production and export Indonesia coffee data can be seen in Table
Conclusion
From the description we can conclude as follows: 1. Kopi SER marketing function development planning program involved five elements, which are Program Objectives with the key element is marketing function improvement in terms to promote the Brand Image; Involved Stakeholders with the key element is Department of Agriculture; Program Obstacles with the key element is low level capital problem; Program Needs with the key element is a clear MoU about price, quantity, quality and continuity and extension worker improvement in terms of marketing function; and the last Possible Changes with the key element is company marketing function improvement. 2. The uniqueness of the research is the generated of Kopi SER marketing function that involving social enterprise institution (BUMDes) in its business process and oriented incorporation and strategy marketing, product and marketing, and also field marketing sustained by rural communities’ empowerment both as manager institution and Arabica Coffee supplier.
VI. RECOMMENDATIONS 1. Kopi SER marketing function development requires multisectoral synergies. 2. To ensure marketing function model can be realized through a clear roadmap in midterm involving socialization, capability improvement, institutional establishment, government assistance, institutional managerial improvement, information system preparation, market network, business empowerment and partnership and business independence. 3. The model successful implementation depending on stakeholder comprehensive collaboration and some other things stakeholders long term commitment in running a business plan, leadership and strong business institution management, collaboration between farmers community, BUMDes, UUP and an organized market management, third parties commitment and institutional customer manager to playa role in Kopi SER value chain, product quality improvement and premium level packaging, transaction guarantee and transparent purchase, and also gradual planning and promotion.