Three Marketing Channels and Volume Dynamics

Oct 13, 2025 by talynt.org 94 views

Analysis of Marketing of Cage Mas Fish (Case Study: Kelurahan Haranggaol, Purba District, Simalungun Regency)

Introduction

Haranggaol Village in Purba District, Simalungun Regency, has become a significant center for cage goldfish production. This study aims to analyze the marketing costs and marketing margins, as well as the level of efficiency in each marketing channel of cage goldfish in the region. The goal is to understand the dynamics of the market and identify the potential for optimization in the supply chain of goldfish.

Three Marketing Channels and Volume Dynamics

This study found three main marketing channels of cage goldfish:

Farmers - Village Collector Traders - Large traders - Retailer traders: This channel has the largest marketing volume, which is 38,500 kg of a total of 76,500 kg marketed.
Farmers - Siantar collecting traders - retailers traders: This channel marketers 20,000 kg of carp.
Farmers - Berastagi Collector Traders - Retailers: This channel markets 18,000 kg of carp.

The marketing volume dynamics reflects different marketing strategies and market preferences for each channel. The first channel, which involves large traders, indicates a wider market, may include traditional and modern markets in big cities. Meanwhile, the second and third channels tend to focus on the local market in Siantar and Berastagi.

Marketing Function and Its Role

The marketing functions carried out by various actors in supply chains, such as sales, purchases, storage, transportation, sorting, mompt, processing, market information, and financing, are very important in ensuring the smooth flow of goldfish from farmers to consumers.

The Role of the Collecting Trader

Village collectors have an important role in the collection and processing of goldfish. However, they are not involved in storage, transportation, sorting, mompt, processing, and market information.
Siantar and Berastagi collecting traders, despite performing most marketing functions, still have limitations in sorting, processing, and storage.

The Role of Large Traders and Retailers

Large traders and retailers in Siantar, Medan, and Berastagi are more focused on sales and distribution, with limited sorting and processing.

Marketing Efficiency and Market Structure

The analysis results show the percentage of revenue and marketing costs that vary in each channel:

The first channel: share margin farmers are 75.08%.
Second channel: share margin farmers are 81.95%.
Third channel: share margin farmers are 81.93%.

The level of trading efficiency (EP) in each channel shows the following results:

First channel: EP = 9.33%.
Second channel: EP = 4.95%.
Third channel: EP = 5.80%.

The market structure that occurs at the level of farmers and village collecting traders is oligopsoni, where a few buyers (collecting traders) have great bargaining power. At the level of large traders, the market structure becomes oligopoly, where a few sellers (large traders) control the market.

Conclusion and Recommendations

Analysis of marketing cage goldfish in Haranggaol Kelurahan shows the potential for optimization in the supply chain. The first marketing channel has a higher level of efficiency, but also has an unfavorable market structure for farmers. The second and third channels have a more beneficial market structure for farmers, but lower levels of efficiency.

Some recommendations to improve the efficiency and benefits for the perpetrators in the supply chain:

Development of storage and transportation infrastructure: Improving storage and transportation infrastructure can reduce loss_marketing and increase marketing efficiency.
Increasing cooperation between actors: Cooperation between actors, especially between farmers and collecting traders, can increase efficiency and mutual benefits.
Development of marketing strategies: Applying a more effective marketing strategy can increase sales volume and profits for the perpetrators.
Development of market access: Looking for broader market access, such as through digital platforms or modern markets, can increase income for farmers.

By optimizing the supply chain and increasing marketing efficiency, the cage carp industry in Haranggaol Village can achieve sustainable growth and provide economic benefits for the local community.

Limitations and Future Research Directions

This study has some limitations, such as the small sample size and the limited scope of the analysis. Future research can focus on expanding the sample size and analyzing the marketing channels in more detail. Additionally, researchers can explore the impact of digital platforms on the marketing of cage goldfish and the potential for e-commerce to increase market access for farmers.

Implications for Policy and Practice

The findings of this study have implications for policy and practice in the cage goldfish industry. Policymakers can use the results to develop strategies to improve the efficiency and benefits for farmers in the supply chain. Practitioners can apply the recommendations to optimize their marketing strategies and increase their profits.

Conclusion

In conclusion, this study provides insights into the marketing of cage goldfish in Haranggaol Village, Purba District, Simalungun Regency. The analysis of marketing costs and marketing margins, as well as the level of efficiency in each marketing channel, shows the potential for optimization in the supply chain. The recommendations provided can help improve the efficiency and benefits for farmers in the supply chain, leading to sustainable growth and economic benefits for the local community.
Q&A: Analysis of Marketing of Cage Mas Fish (Case Study: Kelurahan Haranggaol, Purba District, Simalungun Regency)

Frequently Asked Questions

We have received many questions from readers about our analysis of marketing of cage goldfish in Haranggaol Village, Purba District, Simalungun Regency. Here are some of the most frequently asked questions and our answers:

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the marketing costs and marketing margins, as well as the level of efficiency in each marketing channel of cage goldfish in Haranggaol Village, Purba District, Simalungun Regency.

Q: What are the three main marketing channels of cage goldfish in Haranggaol Village?

A: The three main marketing channels of cage goldfish in Haranggaol Village are:

Farmers - Village Collector Traders - Large traders - Retailer traders: This channel has the largest marketing volume, which is 38,500 kg of a total of 76,500 kg marketed.
Farmers - Siantar collecting traders - retailers traders: This channel marketers 20,000 kg of carp.
Farmers - Berastagi Collector Traders - Retailers: This channel markets 18,000 kg of carp.

Q: What is the market structure that occurs at the level of farmers and village collecting traders?

A: The market structure that occurs at the level of farmers and village collecting traders is oligopsoni, where a few buyers (collecting traders) have great bargaining power.

Q: What is the level of trading efficiency (EP) in each channel?

A: The level of trading efficiency (EP) in each channel shows the following results:

First channel: EP = 9.33%.
Second channel: EP = 4.95%.
Third channel: EP = 5.80%.

Q: What are the recommendations to improve the efficiency and benefits for the perpetrators in the supply chain?

A: Some recommendations to improve the efficiency and benefits for the perpetrators in the supply chain are:

Development of storage and transportation infrastructure: Improving storage and transportation infrastructure can reduce loss_marketing and increase marketing efficiency.
Increasing cooperation between actors: Cooperation between actors, especially between farmers and collecting traders, can increase efficiency and mutual benefits.
Development of marketing strategies: Applying a more effective marketing strategy can increase sales volume and profits for the perpetrators.
Development of market access: Looking for broader market access, such as through digital platforms or modern markets, can increase income for farmers.

Q: What are the implications of this study for policy and practice?

A: The findings of this study have implications for policy and practice in the cage goldfish industry. Policymakers can use the results to develop strategies to improve the efficiency and benefits for farmers in the supply chain. Practitioners can apply the recommendations to optimize their marketing strategies and increase their profits.

Q: What are the limitations of this study?

A: This study has some limitations, such as the small sample size and the limited scope of the analysis. Future research can focus on expanding the sample size and analyzing the marketing channels in more detail.

Q: What are the future research directions?

A: Future research can focus on expanding the sample size and analyzing the marketing channels in more detail. Additionally, researchers can explore the impact of digital platforms on the marketing of cage goldfish and the potential for e-commerce to increase market access for farmers.

Conclusion

We hope that this Q&A article has provided helpful answers to your questions about our analysis of marketing of cage goldfish in Haranggaol Village, Purba District, Simalungun Regency. If you have any further questions, please do not hesitate to contact us.