Abstract

Differences  in  marketing  strategies  with  other  industries  are  needed  to maintain  business
sustainability  especially  for  facing  fierce  market  competition. This  research  was  aimed  to
identify  a  marketing  mix  implemented  in  micro  and small  scale  coffee  industries,  and  to
identify  external  factors  that  affected  business sustainability.  This  study  was  carried  out  in
Sumberwringin  Sub-district, Bondowoso  District,  East  Java.  Respondents  of  this  study
were  25  coffee  industry players  selected  by  using  judgement  sampling  method.  Primary
and  secondary data  were  collected  in  this  study.  Data  were  analyzed  with  descriptive-
qualitative method  and  interactive  analysis.  The  results  showed  that  micro  and  small-scale
coffee industries was still implementing conventional  marketing pattern. The marketing mix
which  applied  in  coffee  industry,  were  (a)  the  product  mix  was  not  persistent that
depended  on  consumer  demand;  (b)  selling  price  of  product  was  determined from  cost
production  and  profit  margins;  (c)  distribution  was  conducted  with active  and  passive
marketing  particularly  based  on  customer  orders;  (d)  promotion mix  was  implemented  by
direct  marketing,  personal  selling,  and  word  of  mouth. Micro-environments of the marketing
affecting micro and small-scale coffee industries were: (a) customers as main target market  in
form  of consumer markets and  alternative target  market  as  re-seller  markets;  (b)  high
intensity  competition  as  a  result of  large  number of  competitors  and  lack  of  product
diversification;  (c)  many  raw material suppliers, but expensive  input  production  cost; (d)
there was no a marketing partnership  with  marketer  agent/other  partner,  but  it  had  strategic
partnership with  supplier  and  government;  (e)  government  policies  on  product  development
and  marketing  had  been  implemented  by  facilitating  exhibition  activity,  processing
equipment,  and  training.

Article Details
How to Cite
Aklimawati, L., Soemarno, D., & Mawardi, S. (2016). Application of Marketing Mix in Home
Industry: Focussed on Micro and Small-Scale Coffee Industries. Pelita Perkebunan (a Coffee
and Cocoa Research Journal), 32(1), 67-81.
https://doi.org/10.22302/iccri.jur.pelitaperkebunan.v32i1.170
Ditranslate dari Bahasa Inggris Ke Bahasa Indonesia
(Marketing Analysis Of Chili In Bansari District, Temanggung Regency) Oleh: Angel Dita
Simamora

ABSTRACT
The purpose of the research was to know the pattern of chilli marketing distribution, marketing
margins and economic efficiency of marketing of chili in Bansari District, Temanggung
Regency. The research was executed in June 2017 – July 2017. The research used survey
method. Site selection of the research done on purposive sampling, it means the place of the
location of research purposely chosen because the district was included in the biggest chili
production in Temanggung. Determination of the total sample of farmers using proportional
random sampling while to determine the sample of agency marketing using snowball sampling.
Data collection includes primary data and secondary data. Respondent farmers amounted to 30
chili farmers and marketing agencies as many as 23 people. Data analysis using descriptive
analysis and economic calculation covers marketing costs, profits, margins of marketing and
farmer's share. The result of research shows that there are 3 marketing patterns, i.e.: 1) Marketing
Channels I : Farmer Retail Trader Consumer (Margins : Rp. 1000/Kg ; farmer’s share:95,60%),
2) Marketing Channel II : Farmer Collector Trader Agents (Margins:Rp. 1500/Kg; farmer’s
share : 94,90%), 3) Marketing Channel III : Farmer Collector Trader Wholesalers Retail Trader
Consumer (Margins: Rp. 5000/Kg ; farmer’s share : 78,27%). Conclusion of this research was
the shorter pattern marketing channels produce marketing margins were getting smaller and the
higher efficiency level. Keywords: efficiency, margins, marketing, marketing channels.