Buletin Ilmiah IMPAS Volume 26 No.
April Edition, 2025
p-ISSN: 0853-7771
e-ISSN: 2714-8459
MARKETING STRATEGY FOR RICE COMMODITIES AT THE NAWANG JAYA
TRADING BUSINESS IN BARAS.
NANGA BARAS DISTRICT.
SAMBI RAMPAS
DISTRICT.
EAST MANGGARAI DISTRICT
(Strategi Pemasaran Komoditas Beras Pada Usaha Perdagangan Nawang Jaya Di Baras Kecamatan Nanga Baras Kabupaten Sambi Rampas Kabupaten Manggarai Timu.
Yeremias M.
Nawa.
Frederik L.
Benu.
Tomycho Olviana Agribusiness Department.
Faculty of Agriculture.
University of Nusa Cendana Corresponding author: ymias2107@gmail.
Received: 18 February 2025
Accepted: 26 February 2025
ABSTRACT
This research was conducted at Nawang Jaya Trading Business in Baras.
East Manggarai Regency.
This research aims to determine the internal and external conditions of Nawang Jaya Trading Business and marketing strategy for rice products at Nawang Jaya in the data collection method used in this research is through observation, interviews and documentation.
The sample was determined using purposive sampling.
The types of data collected are primary data and secondary data.
The data analysis used is SWOT analysis.
The results of the research show that .
from internal factors it can be concluded that strengths have a value of 1.
93 and weaknesses have a value of 0.
This means that in the marketing strategy for rice products Nawang Jaya Trading Enterprises still has better strengths.
existing weaknesses.
From external factors it is concluded that opportunities (Opportunit.
have a score of 1.
59 and threat factors (Threat.
have a value of 1.
04, indicating that there is still an opportunity for a marketing strategy for Nawang Jaya Trading Enterprise rice products, considering the threats smaller than chance.
The marketing strategy implemented through intensive strategies, namely market penetration, market development and product development.
Keywords: Marketing.
Strategy.
Rice.
INTRODUCTION
According to Setia Oetama .
, rice is the staple food for the majority of IndonesiaAos population.
Therefore, the development of the agricultural industry is crucial for human survival today.
As such, the national development system heavily depends on the agricultural sector.
Agriculture in Indonesia primarily includes crop cultivation .
uch as food crops, horticulture, and plantation.
, which is widely practiced by farmers.
The role of rice in supporting peopleAos livelihoods is extremely important, and its availability must be maintained.
Failing to ensure rice availability would pose a serious threat to food security, particularly given the issue of food neutralityAisince more than 90% of Indonesia's population consumes rice (Harianto, 2.
Rice is a strategic commodity, not only as a food product but also as a political Due to population growth and the public's aspirations for a better quality of life, food demand continues to rise.
This necessitates government capability and agricultural development initiatives to ensure national food supply.
The business sector, in addition to being profit-oriented, also contributes to the national rice supply alongside the government, which supports food availability through programs such as Bulog and Dolog.
Thus, both public and private agricultural enterprises play an important role in supporting food security.
Based on data from Statistics Indonesia (BPS) for East Nusa Tenggara between 2020 and 2022, rice production reached: 424,669.
00 tons in 2020, 428,683.
00 tons in 2021.
AND 442,842.
00 tons in 2022.
This data indicates an annual increase in rice production, a trend that must be sustained and strengthened.
One of the contributors to this growth is Manggarai Timur Regency.
According to BPS, rice production in Manggarai Timur was: 43,556.
00 tons in 2020, 39,126.
00 tons in 2021, and 45,675.
00 tons in 2022 UD.
Nawang Jaya is a trading business (Usaha Dagan.
engaged in processing agricultural products, specifically transforming paddy into rice.
As part of its contribution to Manggarai Timur's Nawa et al.
Marketing Strategy for Rice Commodities at the Nawang Jaya.
Page 34 Buletin Ilmiah IMPAS Volume 26 No.
April Edition, 2025 p-ISSN: 0853-7771 e-ISSN: 2714-8459 development.
UD.
Nawang Jaya operates as a licensed entity focused on rice marketing and rice milling The company purchases paddy from local farmers, processes it into rice, and sells it to business clients as well as directly to consumers.
UD.
Nawang Jaya operates with one marketing office located in Baras.
Sambi Rampas Subdistrict, and has two rice milling units as its production centers.
The company aims to dominate the rice market in its target areas.
However, it faces competition from similar businesses, leading to increased market To overcome this, strategic marketing, innovation, and effective business practices are essential to ensure long-term sustainability.
The rice produced is marketed to consumers in East Manggarai.
Central Manggarai.
West Manggarai, and Nagekeo.
According to Wibowo et al.
, a marketing strategy is a structured plan describing how a business expects to leverage its internal capabilities or distinct marketing activities to influence demand for a product or product line in a specific target market.
A marketing program includes initiatives that potentially affect product demand, such as price adjustments, advertising campaigns, exclusive product offerings, distribution channel selection, and more.
RESEARCH METHODOLOGY
This research was conducted at UD.
Nawang Jaya in Baras.
Nanga Baras Village.
East Manggarai Regency.
The research location was selected intentionally .
urposive samplin.
based on the consideration that UD.
Nawang Jaya is the only trading business engaged in rice distribution in Baras.
Nanga Baras Village.
East Manggarai Regency.
The data and information collection period for this research was from March to April 2023.
Sampling Method The sampling method used was purposive sampling, a technique whereby the sample is selected based on the researcherAos own judgment regarding the most appropriate respondents from the population at UD.
Nawang Jaya in Baras.
Nanga Baras Village.
East Manggarai Regency.
The selected samples in this study included: the owner/manager of UD.
Nawang Jaya, employees, and consumers.
This is in line with the descriptive-analytic method proposed by Sugiyono .
The research respondents included:
The owner and five .
employees who have worked for more than one year and therefore understand the internal and external aspects of UD.
Nawang Jaya.
Ten .
consumers who purchase rice from UD.
Nawang Jaya.
Types and Sources of Data This research is of a descriptive qualitative nature and is related to social conditions, involving a description of the factors affecting UD.
Nawang Jaya followed by an analytical process.
The data sources collected include:
Primary data, obtained through interviews and direct observation of the owner or manager at UD.
Nawang Jaya, including data directly relevant to the study.
Secondary data, obtained from institutions or agencies and already made available to the public.
this study, secondary data included information provided by the owner or manager of UD.
Nawang Jaya in Nanga Baras Village.
East Manggarai Regency.
Data Collection Techniques Observation, involving direct observation to gather data related to the rice product marketing Interviews, conducted in the form of dialogues with stakeholders in the study, particularly the owner/manager of the trading business (UD) Nawang Jaya.
Documentation, involving the collection and recording of relevant information from both the owner of UD.
Nawang Jaya and consumers as respondents.
Data Analysis Technique Nawa et al.
Marketing Strategy for Rice Commodities at the Nawang Jaya.
Page 35 Buletin Ilmiah IMPAS Volume 26 No.
April Edition, 2025 p-ISSN: 0853-7771 e-ISSN: 2714-8459 This study employs a descriptive research model with a qualitative approach.
The analysis used to process the data is the SWOT analysis.
Logical reasoning is the basis for analysis, including using strengths and opportunities to be maximized while minimizing weaknesses and threats simultaneously (Rangkuti, 2.
Furthermore, the mission, objectives, strategies, and policies of the business form the basis for decision-making.
Therefore, the design of a strategic business plan is based on strategic factors identified through analysis of strengths, weaknesses, opportunities, and threats faced by the business.
Based on external factors, an External Strategic Factor Analysis Summary (EFAS) is developed, and based on internal factors, an Internal Strategic Factor Analysis Summary (IFAS) is compiled (Rangkuti, 2.
External Strategic Factor Matrix (EFAS):
Identify the opportunities and threats that exist within the business environment.
Weight Assignment: In the weight column (Column .
, assign a weight to each factor, with a value ranging from 0.
o impact/insignificant to the busines.
ery significant to the The assignment of weight depends on the degree of influence each factor has on the Rating: To calculate the rating value (Column .
, evaluate how effectively the company responds to the external factors that represent opportunities and threats.
The rating reflects the extent to which these factors impact the business's potential for progress or stagnation.
The rating scale for opportunity and threat factors is as follows:
Rating Scale for Opportunity Factors:
Opprotunity Scale Low opportunity Moderate opportunity High opportunity Very high opportunity Rating Scale for Threats Factors:
Threats Scale Low threats Moderate threats High threats Very high threats Next, multiply the weight in column 2 by the rating in column 3 to obtain the weighted score in The result is a weighted score for each factor, with values ranging from 4.
to 0 .
Sum all the weighted scores .
n column .
to calculate the total weighted score for the company.
This total score reflects how well the company is responding to its external strategic factors.
The total score can also be used to compare this company with others in the same industry group (Rangkuti, 2.
Internal Strategic Factor Matrix (IFAS) The steps are as follows:
Identify the companyAos strengths and weaknesses and list them in column 1.
Assign weights to each factor, using a scale from 1.
ost importan.
ot importan.
, based on the impact of each factor on the companyAos strategic position.
The total weight should not exceed 1.
Assign a rating from 1 to 4 in column 3 to indicate how effectively the company responds to each factor:
Nawa et al.
Marketing Strategy for Rice Commodities at the Nawang Jaya.
Page 36 Buletin Ilmiah IMPAS Volume 26 No.
April Edition, 2025 p-ISSN: 0853-7771 e-ISSN: 2714-8459 The rating scale for strength and weaknesses factors is as follows:
For positive factors .
Strength Scale minor strength moderate strength significant strength very strong strength For negative factors .
everse scal.
Scale very serious weakness fairly serious weakness less serious weakness insignificant weakness Multiply the weight in column 2 by the rating in column 3 to obtain the weighted score in The resulting score for each factor ranges from 4.
Sum all the weighted scores in column 4 to calculate the total internal weighted score for the company.
This score indicates how well the company is responding to its internal strategic factors.
Like the EFAS, this total score can be used for comparison with other companies in the same industry (Rangkuti, 2.
RESULT AND DISCUSSION
Strengths The internal strengths of the rice trading business UD.
Nawang Jaya in Nanga Baras.
Sambi Rampas District.
East Manggarai Regency serve as the foundation for the sustainability and further profitable development of the business.
These strengths include:
A strong production trend under the UD.
Nawang Jaya rice brand.
Nona Baras, which is already well-known among the local community.
A strategic location that supports market access and customer reach.
Delicious rice taste, offering high consumer satisfaction.
Packaging sizes tailored to customer preferences, including 5 kg, 10 kg, 20 kg, and 50 kg options, which meet varying consumer demands.
Excellent customer service, contributing to customer loyalty and positive word-of-mouth.
Weakness Based on the identification results, the following are the weakness factors for the rice business of UD.
Nawang Jaya:
Sales are still relatively low .
Marketing is limited .
Rice quality is occasionally inconsistent Opportunity Based on the identification results, the following are the opportunity factors for the rice business of UD.
Nawang Jaya:
Rice is the staple food for the local community.
There is access to a broad market reach, allowing the business to expand beyond its immediate Nawa et al.
Marketing Strategy for Rice Commodities at the Nawang Jaya.
Page 37 Buletin Ilmiah IMPAS Volume 26 No.
April Edition, 2025 p-ISSN: 0853-7771 e-ISSN: 2714-8459 .
The presence of consumers with relatively high income levels, which increases purchasing .
UD.
Nawang Jaya has a base of loyal customers who are highly dedicated to its rice products.
The high population in Nanga Baras Village provides strong potential for customer growth.
According to data from the East Manggarai Statistics Agency (BPS).
Nanga Baras has a population of 973 residents, which presents a significant opportunity for UD.
Nawang Jaya to expand its customer base.
Threats The external environmental factors in the rice sector that may hinder UD.
Nawang Jaya from achieving its goals include:
The presence of intense competition among local rice milling businesses.
Lower-priced competitor rice products, which can attract price-sensitive consumers.
High raw paddy prices during the dry season, which significantly impact the final price of rice.
The growing number of competing rice products that may eventually displace UD.
Nawang JayaAos products in the market.
Based on the SWOT diagram calculation results, several marketing strategies have been formulated for UD.
Nawang JayaAos rice products, which fall into Quadrant IAia position that supports an aggressive (Growth-Oriente.
Strategy.
This aggressive strategy can be implemented through intensive strategies such as market penetration, market development, and product development.
Market Penetration According to Sugianto .
, market penetration refers to efforts aimed at increasing the sales of existing products within the current market.
This can be done through a more aggressive and extensive marketing mix to boost product reach and visibility.
Market Development Market development strategy involves efforts to introduce UD.
Nawang JayaAos rice products to new geographical areas, particularly outside the Manggarai region, in order to expand the customer base and increase sales.
Product Development According to Abdullah and Tantri .
, product development refers to anything offered to the market to attract attention, be purchased, used, or consumed, and which satisfies consumer desires or needs in line with market evolution.
In this context.
UD.
Nawang Jaya seeks to boost sales by maintaining the high quality of its riceAialready appreciated by customersAiand by improving or modifying its packaging to reflect current trends, thus enhancing consumer satisfaction and the perceived value of its Auhealthy riceAy product.
CONCLUSION
The internal and external conditions of UD.
Nawang Jaya are as follows:
The current internal condition, as observed from its strengths and weaknesses, shows that the company's strengths outweigh its weaknesses.
This situation is highly advantageous for UD.
Nawang Jaya The current external condition, as seen through opportunities and threats, indicates that market opportunities exceed the threats that could hinder the business development of UD.
Nawang Jaya.
The rice marketing strategy for UD.
Nawang Jaya is positioned in Quadrant I, which supports an aggressive (Growth-Oriente.
Strategy.
Therefore, the appropriate alternative strategy is an intensive strategy, which includes market penetration, market development, and product These intensive strategies are expected to positively impact the business in the long term, including through the following:
Recommendations:
Nawa et al.
Marketing Strategy for Rice Commodities at the Nawang Jaya.
Page 38 Buletin Ilmiah IMPAS Volume 26 No.
April Edition, 2025 p-ISSN: 0853-7771 e-ISSN: 2714-8459 UD.
Nawang Jaya should maintain its strengths and continue to respond proactively to opportunities and threats to ensure sustained business performance.
The company should intensify its marketing efforts, introduce its rice products to new geographical markets, and enhance packaging design to be more appealing and competitive.
REFERENCES