SEGMENTASI PASAR DAN PENETAPAN PASAR SASARAN PEMASARAN UDANG GALAH DESA PERING KECAMATAN BLAHBATUH KABUPATEN GIANYAR

Abstract

Conducting Large Prawn have very good prospect if supported by correct
marketing, in this case which is prawn conducting of the Pering village, Blahbatuh
District, Gianyar Regency. To increase the accuracy of marketing, done by market
segmentation, which is grouping market become some categories -as according to
certain criteria’s.
The purpose of these researches is to know market segmentation and targeting of
Large Prawn marketing in Pering village. This Location Research is selected by
purposive sampling. Variable which has been analyzed in this researches are
geographical area variable, type of effort, prawn size, purchasing frequencies and
purchasing power. This research was held on May, 10th until June, 20th 2006, those
variables have been analyzed with descriptive qualitative method.
The prawn marketing mix in Pering village such as: (1). Product; prawn has 4 kind of
size which are Jumbo prawn, King Prawn, Prawn, Shrimp. (2). Price; prawn’s price is not
profitable to the farmers. (3). Distribution; the prawn distribution into market through a very
long channel and complex. (4). Promotion; the prawn of Pering village is known by consumer
even though by distributor that known from someone to the other one. The market of large
prawn marketing of Pering village divided into five segments according to variable
that has been analyzed. The pattern of targeting market selection from agribusiness in
Pering village is a selected specialization, which is to choose some market segments
objectively, which are each market segments are interesting and adequate, in this case
the restaurants or cafe with P (prawn) measure, purchasing frequencies less than 10
times /month and purchasing power between 30 until 70 kg /month that exist in Kuta
area.
To increase the accuracy of marketing, the farmers and all perpetrators of market
have to focus on the market activities and prawn product at the targeting market, but
do not overrule the other small market segments, because one day this small market
segments will have potency to become wider. For the shake of marketing process
fluency, it’s very important to pay attention on farmer’s price by cut market channel
and actively involve the farmers in marketing.