Strategi Pengembangan Usaha Dan Pemasaran Agroindustri Rendang Ikan Selais Pak Ombak Di Kelurahan Sialang Munggu Kecamatan Tuah Madani Kota Pekanbaru Provinsi Riau

Irma, Ade (2022) Strategi Pengembangan Usaha Dan Pemasaran Agroindustri Rendang Ikan Selais Pak Ombak Di Kelurahan Sialang Munggu Kecamatan Tuah Madani Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze: 1) characteristics of entrepreneur and business profiles. 2) The use of raw materials, production technology, production processes, use of labor, production costs, income and business efficiency. 3) marketing agencies, marketing channels and marketing functions. 4) Ident ification of internal and external factors and formulating a business development strategy. This research was conducted for 6 months (January to June 2022) with the case methods on the " Pak Ombak" agro-industry business. The determination of respondents was carried out by a census for entrepreneur and employees. The results showed that the average age of entrepreneur was 38.75 years, the average education level was 12.75 years, business experience was 5 years with an average famlity number was 4 persons. This business was established in 2017 with capital equity and capital debt with a micro-scale business, already has the trademark " Pak Ombak" and P- IRT and LPPOM MUI business permits. The production technology used was adequate. The total cost of production was Rp. 1,488,511,11/production process. The production was 4 Kg, with a gross income was Rp. 1,75,000.00/production process and net profit was Rp. 261.488.89/production process and business efficiency was 1.18. There are two marketing institutions involved in product marketing, namely; channel I, entrepreneur directly to consumers and channel II entrepreneur to retailers. SAP internal factors state that the business was in a strong position and on external factors ETOP the business was in a mature business position. The results of the SWOT are in quadrant I, namely implementing the SO strategy (strengths and opportunities) with the formulation of strategies including: increasing the quantity of production capacity, implementing policies to continue and products innovation, expanding targets so reach all circles and the increase of marketing share and distribution.

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