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ANALISIS POTENSI UNIT USAHA DAN POSITIONING ANTAR-KOPERASI SUSU DALAM PERSAINGAN PASAR (Studi Kasus di KUD Dau, KUD Batu, dan KOP SAE Pujon)

W.F, Nova Prastian (2011) ANALISIS POTENSI UNIT USAHA DAN POSITIONING ANTAR-KOPERASI SUSU DALAM PERSAINGAN PASAR (Studi Kasus di KUD Dau, KUD Batu, dan KOP SAE Pujon). Other thesis, University of Muhammadiyah Malang.

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Abstract

Milk is food which consists of nutrients with balanced proportions, high nutritional value, easy to digest and contains nutrients elements needed by human beings. Milk is food that is considered perfect because milk contains substances that is essential for the body: proteins, carbohydrates, fats and vitamins in a perfect comparison. As one of the basic needs of society, milk is a very important agricultural product. This makes the dairy business prospects are very bright, although in 1998 it was strucked by monetary crisis. Brisk business is marked by the increasing number of dairy farmers (dairy farmers) and milk cooperatives. Increasing number of existing dairy cooperatives provide many options for consumers to choose dairy products. To grab the attention of consumers who have relatively high purchasing power and limited time, a dairy cooperative must have certain characteristics or traits that are different from competitors who may be featured. Appropriate marketing strategies needed to excel in the competition. This study aims at determining the trend of production and sale of pasteurized milk, knowing the market share of fresh milk in the milk cooperatives, and to know the positioning of pasteurized milk and fresh milk in the competitive market. This research was conducted in three KUD namely KUD susu Dau, KUD Batu and KOP SAE Pujon because in those places are used as processing and sale of pasteurized milk and fresh milk. The sampling method used is Accidental Sampling. The number of samples in this study were as many as 45 people from the consumers of milk. The data collection method used is questionnaire, interview and observation, measured using a Likert scale. While the method of data analysis used the trend analysis, market share analysis, and strategic positioning determination. The results of the research show that : (1) based on trend analysis obtained by each dairy cooperative has a slope positive slope which means that the trend of production and sale of pasteurized milk has increased in the future. Where the slope of the highest slope found on the KUD Batu with rising production and sales 6202 amounted 6.233 cup pasteurized milk, then the second position is occupied KUD Dau increase production in the future for 1055 and 1112 sales of pasteurized milk by cup. In third position is occupied KOP SAE Pujon with the increase of production in the future at 506 and 515 cups of milk sales. This shows a positive trend KUD batu has the highest among dairy cooperatives. (2) based on analysis of market share, KOP SAE Pujon obtained the highest rank in the production of fresh milk among dairy cooperatives throughout East Java with the percentage of 26%. The second rank is occupied by KUD Batu with percentage of 4% and the third rank is occupied by KUD Dau with the percentage of 3% of the production of fresh milk all over East Java. (3) Based on the perception map position obtained KUD Batu dairy cooperatives occupy the first position (Leader) in the competition for quality products, places and its service. KUD Batu and KUD Dau have the same perceived similarities and they have many products. KUD Dau is the main competitor who ranks in the second place in terms of its competition and pasteurized dairy products which is followed by KOP SAE Pujon in third position (follower). (4) Viewed from its position, it could be argued that consumers preferred KUD Batu whose workers are mainly because of product attributes, price, promotion and location. (5) in terms of consumer perception, the overall stone KUD has the highest preference ranking good views of attributes: product, promotion, location, service and atmosphere. (6) on the basis of competitive production and sale of fresh milk, KOP SAE Pujon was in the first place and it is followed by KUD Batu at the second position and the third position is occupied by KUD Dau.

Item Type: Thesis (Other)
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Agriculture & Animal Husbandry > Department of Agribusiness
Depositing User: Halimatus Zahroh
Date Deposited: 22 Jan 2015 07:23
Last Modified: 22 Jan 2015 07:23
URI : http://eprints.umm.ac.id/id/eprint/15027

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