Marketing Distribution Analysis of Tilapia (Oreochromis Niloticus): A Case Study of a Production House in Liabuku Village, Bungi District, Baubau City

Abdul Hadi Bone; Ismail  Failu; Bahtiar  Hamar; Siti Fara  Darmatia; Jayanti Olviana  Repi; Faharani  Yosianti M

doi:10.47616/jamrems.v3i1.212

Egileak

Abdul Hadi Bone Lecturer of Aquatic Resources Management, Faculty of Agriculture, Muhammadiyah University of Buton, Indonesia
Ismail Failu Lecturer of Aquatic Resources Management, Faculty of Agriculture, Muhammadiyah University of Buton, Indonesia
Bahtiar Hamar Lecturer of Aquatic Resources Management, Faculty of Agriculture, Muhammadiyah University of Buton, Indonesia
Siti Fara Darmatia Student of Water Resources Management, Faculty of Agriculture, Muhammadiyah University of Buton, Indonesia
Jayanti Olviana Repi Student of Water Resources Management, Faculty of Agriculture, Muhammadiyah University of Buton, Indonesia
Faharani Yosianti M Student of Water Resources Management, Faculty of Agriculture, Muhammadiyah University of Buton, Indonesia

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https://doi.org/10.47616/jamrems.v3i1.212

Gako-hitzak:

Tilapia (Oreochromis Niloticus), Marketing Analysis, SWOT

Laburpena

The area of Baubau City has an ocean area of 200 miles, has fishery potential that can support people's lives. This study aims to: (1) determine the marketing agency in the marketing distribution of tilapia; (2) Knowing what the marketing margin of tilapia is; (3) Analyzing strategies and policies for developing tilapia aquaculture. This research was carried out in a fish production house starting in July-September 2021. The research method used qualitative descriptive methods and literature searches. To analyze the marketing functions based on each marketing agency, while the distribution margin analysis is carried out by calculating marketing costs both at the consumer and producer level. The results showed that there were 3 marketing distribution patterns, namely: Pattern I (Producer-Consumer), Pattern II (Producer-Retailer-Consumer), Pattern III (Producer-Wholesale-Retailer-Consumer). The distribution level of tilapia marketing in channel pattern I is more dominantly used because the marketing distribution channel is relatively shorter and affordable so that it cuts the marketing distribution channel to the final consumer level, so as to reduce other additional costs.

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