Analysis of Marketing Efficiency and Marketing Strategy of Oyster Mushroom (Case Study: UD Guntur Sumber Mushroom Ciawi, Bogor District)

Abstract

The research is motivated by fluctuations in the price of oyster mushroom products. The problem in the field is the existence of high marketing costs caused by the location of the oyster mushroom distribution which is
far from the company's location. This study aims to analyze marketing channels, marketing efficiency (marketing margins andfarmer’s share), and alternative marketing efficiency strategies. This research was
conducted at UD Guntur Sumber Mushroom, Ciawi, Bogor Regency from April 7 to June 27 2023. The method used is market performance analysis (Structure, conduct, performance) for the determination of marketing
efficiency as well as the method of developing strategy analysis (Analythycal Hierrachy Process) for determining alternative marketing efficiency strategies. Based on the research results, the most efficient
marketing channel is channel III (GSM - Retailer - Consumer) with a total margin of 25% andfarmer’s share 75% because channel III does not involve many marketing agencies so that the marketing costs incurred are
less than channel I and channel II and producers can sell oyster mushrooms at the normal price of Rp. 15,000. The structure of the oyster mushroom market at the Tanah Tinggi Tangerang Main Market is oligopoly to monopoly with a concentration ratio (CR4) 93%, the producer market structure is monopsony and monopoly collector traders. Results of the methodAnalythycal Hierarchy Porcess (AHP) shows the right alternative
strategy, namely by improving supporting facilities through the addition of plasma farmers and developing kumbung that have been owned with an AHP weight value of 0.749.