Development Strategy for Seaweed Agroindustry on Household Scale in Mataram City

Ratih Purnamasari, D. P. Sudjatmiko, Suparmin
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Abstract

The research objectives are (1) Analyzing alternative strategies for developing agro-industry made from seaweed in Mataram City; and (2) Analyzing the strategic options that are prioritized in the development of seaweed agro-industry in Mataram City. The research method uses descriptive methods. Determining the research location was carried out using the Purposive Sampling technique. The main respondents in the research were seaweed agro-industry entrepreneurs. To strengthen data related to product quality and price instruments, data was added by interviewing buyers/consumers as additional respondents, so the assessment was more objective. Producer respondents were determined using the census method, while consumer respondents were determined using the Accidental Sampling method. The results of the research show (1) Alternative development strategies using SWOT, obtained by micro-businesses in quadrant Ⅲ (WO Strategy) include utilizing coaching for access to capital, modern technology, good packaging, expanding the market through social media, increasing the number of human resources, and promotions to overcome less strategic location. For small businesses in quadrant Ⅰ (SO Strategy) by utilizing experience and business permits to create employment opportunities, process agricultural products, promote quality products without preservatives, and use guidance from related agencies, (2) QSPM matrix analysis produces priority strategies for Micro business is expanding the market and promoting through social media to meet high product demand, while for small business it is increasing the added value of products with available raw materials and utilizing guidance from related agencies.
马打兰市家庭规模海藻农业发展战略
研究目标是:(1) 分析在马打兰市发展以海藻为原料的农用工业的替代战略;(2) 分析在马打兰市发展海藻农用工业的优先战略选择。研究方法采用描述性方法。使用目的性抽样技术确定研究地点。研究的主要受访者是海藻农用工业企业家。为了加强与产品质量和价格工具相关的数据,还增加了对购买者/消费者的访谈,使评估更加客观。生产者受访者采用普查法确定,消费者受访者采用意外抽样法确定。研究结果表明:(1) Ⅲ象限(WO 战略)的微型企业利用 SWOT 获得的替代发展战略包括利用辅导获得资金、现代技术、良好包装、通过社会媒体拓展市场、增加人力资源数量以及促销活动来克服战略位置不佳的问题。(2)QSPM 矩阵分析得出,微型企业的优先战略是扩大市场和通过社交媒体进行宣传,以满足对产品的高需求,而小型企业的优先战略是利用现有原材料提高产品附加值和利用相关机构的指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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