STRATEGI PEMASARAN PAPAIN DAN PENGEMBANGAN PRODUK PENGEMPUK DAGING DI KUB AGROPAPTIN KECAMATAN SUKARAJA, KABUPATEN BOGOR

The aims of this study are to analyze the competitive factors in papain industry in Indonesia, to recommend an effective alternative marketing strategy in the attempt to market the papain produced by KUB Agropaptin, and to recommend various meat tenderizer products in compliance with the market demand to KUB Agropaptin. The method of study is a descriptive method using case study. The type and source of data coming from inside the company are the vision and mission of the company, the goals of the company, the production samples, and the structure of organization; while from outside the company, they are the expert evaluation and the business world. Data are collected through observations, questionnaires, interviews, and library researches. The sample taking procedure is by apurposive sampling using a snow ball technique. The respondents are people for analyzing the competition in the industry and 20people for analyzing the Multi Attribute Fishbein. The data processing is through the descriptive analysis for describhg the vision and mission of the company, the analysis on the competition in the industry for determining the competitive factors in the scope of industry where the company existed using the Five Forces Porter, the Delphi technique for finding of the weight of every factor, and the analysis and the consumer behavior using the Multi attribute Fishbein. The result of study shows that KUB Agropaptin has no vision and mission that is clearly described. But, from the discussion with the Head and some members of KUB, it can be concluded that KUB Agropaptin has vision and mission to become the best small-scale papain producer in Indonesia. From the analysis on the competition in papain industry in Indonesia using the Five Forces Porter method, the result obtained is intermediate for the existing five strengths. From the result of the Multi Attribute Fishbein analysis, there are 13 attributes attached to the meat tenderizer product. price, aroma, other content, usage, brand, package, company's name, expired date information, and easiness to get the product. The meat tenderizer of 'TENDERIN' brand produced by KUB Agropaptin has seven attributes which are in compliance with the consumer demand, i.e. price, texture, color, dosage, other content, brand, and company's name; while m a ' brand has only two attributes which ore in compliance with the consumer demand, i.e. other content one usage. However, as a whole, the total value of the meat tenderizer of m a ' brand is considered to be better with the score o f 2 bi ei = 62), compared to the total value of the attribute of 'TENDERIN' brand with the score of Z bi ei = (-5). There are three potential market segments for meat tenderizer products, Le. industries segment, hotel-restaurant-canteen, and mid-to-upper class individuals. The targeting of the meat tenderizer product in the short and primary term is the mid-to-tipper class consumers shopping in the modem market. Meanwhile, for the long and primary term, it is the individuals shopping in the traditional or wet market. The positioning is conducted by product differentiation, through an image forming as the product having quality leadership, price leadership, value of money, and green technology leadership. For the marketing mix, the product strategy is implemented through the improvement of the existing products, the creation of new products for traditional markets, and the creation of new products with premium price for expatriates. The price strategy is implemented through the setting of price that is 10% cheaper than the price of the meat tenderizer of m a ' brand, the creation of products for traditional markets, and the creation of premium products with the price of 25% more expensive than the meat tenderizer product of 'Durkee' brand. The place strategy is implemented through marketing which is concentrated in Jakarta-Bogor-Tangerang-Bekasi (Jabotabek) area with a direct marketing to supermarkets, hotels, restaurants, and caterers serving airline companies in Jabotabek area. The promotion strategy is implemented through below-the-line activities, exhibitions, direct selling to potential consumers, seminars, promo-selling, and trainings on papain industry and meat tenderizer products for consumers, universities, small industries, and other institutions concerned toward the development of papain industry and meat tenderizer products