Vanname Shrimp Marketing Analysis (Litopenaeus vannamei)Traditional Cultivation in Demak Regency

Demak Regency has potential in vanname shrimp cultivation, due to the length of its coastal line which is 72,14 kilometres with 7.945,97 ha.One of the commodities cultivated in Demak Regency is vanname shrimp. Most of the vanname shrimp cultivation activities are still carried out by small farmers, that only known as the price taker. Analysing on marketing efficiency of vanname shrimp consists analysing marketing channel, marketing margin and farmer’s share hopefully, by that, small-scale farmers start to consider more efficient marketing. The research method and data collection in this research is a survey method with descriptive analysis both qualitatively and quantitatively.. The location selection was done purposively. The selection of respondents using the snowball techniqu. The location of this research consisted of 4 districts, namely Sayung districts, Karangtengah districts, Bonang districts and Wedung districts, and also some markets such as Sayung Market and Kobong Market. There are 18 respondents involved, including 6 shrimp farmers, 8 wholesellers and 4 market sellers. Location and respondents are selected purposively. The research shows that there are five marketing channels of vanname shrimp in Demak Regency. Based on this research, all of the vanname shrimp marketing channels which is in 2 range size (40-50 and 60-100) are efficient. But the most efficient marketing channels are II and IV because farmer’s share close to 100% and marketing margin near 0