Marketing Study of Beef Cattle Businesses for Sacrificial Animals in the Bekasi Metropolitan Area

Dawud  Ardisela; Haris  Budiyono; Sandi Kurniawan  Patoni

Authors

Dawud Ardisela Universitas Islam “45” Bekasi, Indonesia
Haris Budiyono Universitas Islam “45” Bekasi, Indonesia
Sandi Kurniawan Patoni Universitas Islam “45” Bekasi, Indonesia

Keywords:

Cow, SWOT, QSPM, Marketing Strategy.

Abstract

This study aims to (1) identify internal factors, which include strengths and weaknesses in the marketing aspects run by CV Berkah Bersama Sejahtera company; (2) Identify external factors, which include threats and opportunities in the marketing aspect carried out by the CV Berkah Bersama Sejahtera company; and (3) Formulating a relevant and effective marketing strategy for CV Berkah Bersama Sejahtera. The method used in this research is a case or field research method. Information and data related to the internal and external environment evaluation are processed using SWOT analysis to determine which strategy is chosen, and then QSPM analysis is used. The results show the mapping of IFE and EFE matrices: directing alternative strategies in the growth and development section. Alternative strategies in the growing section include integration strategies (backwards, forward, and horizontal), and alternative strategies in the building section are intensive strategies are (a) conducting managerial development and independent business development planning efforts to develop feeder cattle cultivation and approaches to local communities in supporting business sustainability and development; (b) utilising the facilitation of government and local government policies, to develop good farming practices (GFP) and capital for business development. The other three strategies based on STAS in QSPM are part of the proposed marketing mix strategy.

References

Abidin, Z., Adawiyah, W. R., Shaferi, I., & Sodiq, A. (2023). Financing innovation for sustainable supply chain management in social business: a case of Qurban rituals in Indonesia. Journal of Islamic Accounting and Business Research.

Achabou, M. A., Dekhili, S., & Codini, A. P. (2020). Consumer preferences towards animal-friendly fashion products: an application to the Italian market. Journal of Consumer Marketing, 37(6), 661–673.

Andik, S. D. S., Sembada, P., & Hakim, A. (2022a). Qurban Animal Purchasing System During The Covid 19 Pandemic and Marketing Strategic Implication. Business Review and Case Studies, 3(1), 23.

Bozza, A., Campi, C., Garelli, S., Ugazio, E., & Battaglia, L. (2022). Current regulatory and market frameworks in green cosmetics: The role of certification. Sustainable Chemistry and Pharmacy, 30, 100851.

Daulay, A. H., Sadeli, A., Hasan, F., & Khaliqi, M. (2020). Marketing margin of qurban beef. IOP Conference Series: Earth and Environmental Science, 454(1), 012075.

Faturokhman, M., Rahmasari, L. F., & Am Kurniawan, F. (2022). Marketing Development of Beef Cattle, Sheep, Goat and Derivative Products through the Application of Digital Marketing in Facing the Impact of Covid-19 Pandemic. E3S Web of Conferences, 348, 00025.

Hamdan, M. N., Ramli, M. A., Huri, N. M. F. Z., Abd Rahman, N. N. H., & Abdullah, A. (2021). Will Muslim consumers replace livestock slaughter with cultured meat in the market? Trends in Food Science & Technology, 109, 729–732.

Hussain, K., Chander, M., Mohan, B., Khyalia, N. K., Chaturvedani, A. K., & Pratap, J. (2015). Sheep marketing practices followed in sub-tropical zone of Jammu and Kashmir. The Indian Journal of Veterinary Sciences and Biotechnology, 11(2), 49–51.

Ibrahim, A., Budisatria, I. G. S., Artama, W. T., Widayanti, R., & Atmoko, B. A. (2022). Sacrificers’ Preferences on Selection and Procurement of Sacrificial Animals for Eid al-Adha Celebration. Animal Production, 24(1), 37–44.

Kusuma, T., Raharja, S., & Saleh, A. (2013). Strategi Pemasaran Sapi Potong di CV Septia Anugerah Jakarta. MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 8(1), 71–78.

Lee, D. Y., Lee, S. Y., Jung, J. W., Kim, J. H., Oh, D. H., Kim, H. W., Kang, J. H., Choi, J. S., Kim, G.-D., & Joo, S.-T. (2023). Review of technology and materials for the development of cultured meat. Critical Reviews in Food Science and Nutrition, 63(27), 8591–8615.

Magdalena, H., Septryanti, A., & Cillia, C. (2023). Model Desain Sistem Informasi Pengembangan Pemasaran Hewan Qurban Berbasis Web. METIK JURNAL, 7(2), 85–92.

Masulah, R. S. (n.d.). Marketing Message Planning (Promotion) Qurban Animal Fund Raising Program Baitul Muttaqin Keputih Mosque Surabaya Period 2016. Airlangga Development Journal, 5(1), 29–38.

Mbatha, C. N. (2021). Livestock production and marketing for small emerging farmers in South Africa and Kenya: comparative lessons. South African Journal of Agricultural Extension, 49(1), 141–161.

Millah, S. N., & Fitrani, A. S. (2022). Web-Based Digital Marketing Application for Sales of Sacrificial Animals in Kandang Qurban Ganggang Panjang Village, Sidoarjo. Procedia of Engineering and Life Science, 2(2).

Pramana, H. P., & Hastjarjo, S. (2021). Digital marketing as a strategy for fulfilling Eid Al-Adha beef cattle: A case study of start-up companies. Iop Conference Series: Earth And Environmental Science, 902(1), 012055.

Puspitasari, A., Syamsari, S., Patiroy, I., & Zain, M. M. (2023). Karakteristik Konsumen Hewan Kurban di Kawasan Metropolitan Mamminasata. Journal of Agricultural and Rural Economy, 1(1), 1–7.

Putriyana, A. M. E., & Sukmawani, R. (2021). Strategi Pemasaran Hewan Qurban Pt Mahir Farm Nusantara di Masa PPKM. Seminar Nasional Lahan Suboptimal, 9(2021), 445–450.

Refinda, A. A. G., & Fitrani, A. S. (2023). Digital Marketing Application to Increases Livestock Sales in Sacrificial Cages in Ganggang Panjang Sidoarjo Village Based on Android. Procedia of Engineering and Life Science, 4.

Sansprayada, A., Mariskhana, K., & Aziz, R. A. (2022). Implementasi Aplikasi Tabungan Kurban Berbasis Android Studi Kasus Dkandang Tangsel. Jurnal Teknologi Informatika Dan Komputer, 8(2), 284–293.

Senjiati, I. H., & Wahyudin, Y. (2020). Mudhohi’s decision to implement qurban in zakat institutions: a case study in Rumah Zakat institution. Indonesian Journal of Islamic Economics Research, 2(2), 104–116.

Srutee, R., Sowmya, R. S., & Annapure, U. S. (2022). Clean meat: techniques for meat production and its upcoming challenges. Animal Biotechnology, 33(7), 1721–1729.

Stanescu, V. (2013). Why “loving” animals is not enough: A response to Kathy Rudy, locavorism, and the marketing of “humane” meat. The Journal of American Culture, 36(2), 100–110.

Tarigan, E. F. B., Yasirandi, R., Almarshad, F., Insan, I. M., & Suwastika, N. A. (2022). Design Thinking Method: Qurban Animal Application in Facing Eid Al-Adha in Indonesia. 2022 6th International Conference on Information Technology (InCIT), 167–172.

Wilkie, R. (2010). Livestock/deadstock: Working with farm animals from birth to slaughter. Temple University Press.

Yudiaris, I. G., Nuridja, I. M., & Suwena, K. R. (2015). Analisis lingkungan internal dan eksternal dalam menghadapi persaingan bisnis pada CV. Puri Lautan Mutiara. Jurnal Pendidikan Ekonomi Undiksha, 5(1).