Potensi Bisnis dan Strategi Pemasaran Agribisnis - Smart Farming

Summary

The video discusses the concept of agribusiness, breaking it down into key subsystems: upstream, farming, downstream, and supporting services. It explores the role of marketing in agribusiness, including market surveys, product promotion, and export development. The marketing mix (product, price, place, promotion) is highlighted as a strategic tool for success. The video also covers strategic planning, emphasizing stabilization, growth, retrenchment, and combination strategies. These elements are critical for businesses in agriculture to thrive in a competitive market.

Takeaways

• 😀 Agribusiness is a system consisting of interconnected activities and subsystems, including production, processing, and supporting services.
• 😀 The upstream agribusiness subsystem handles production factors and services necessary for agricultural operations, such as seeds, fertilizers, and equipment.
• 😀 The farming subsystem focuses on primary agricultural production, particularly through photosynthesis and crop cultivation.
• 😀 The downstream agribusiness subsystem deals with the processing of raw agricultural products into consumable or usable forms, and its distribution in domestic and international markets.
• 😀 Supporting services in agribusiness include finance, training, research and development, government policies, and agricultural insurance.
• 😀 Marketing management in agribusiness involves market surveys, product selection, promotional activities, customer relationship building, and marketing strategy development.
• 😀 Marketing strategies also include market evaluation, export potential analysis, and creating strategies for international market expansion.
• 😀 The marketing mix (4Ps) focuses on customer-oriented strategies using controllable marketing variables to achieve marketing goals.
• 😀 Business strategies consist of internal and external elements, including company vision, mission, resources, competitors, and market environment.
• 😀 Key strategic phases include setting company vision, designing business portfolios, market planning, and evaluating marketing performance.
• 😀 Types of business strategies include stability, growth (internal and external), divestment, and combination strategies, each focused on different business objectives.

Q & A

What is agribusiness, and how is it structured?

Agribusiness is a system of interconnected business activities focused on agriculture. It consists of several subsystems, including upstream agribusiness (which deals with production factors like seeds, fertilizers, and machinery), farming activities (such as crop cultivation), downstream agribusiness (which processes agricultural products), and supporting services (like financial services, research, and government policies).

What are the key subsystems in agribusiness?

The key subsystems in agribusiness are: 1) Upstream agribusiness, dealing with production inputs such as fertilizers, seeds, and machinery; 2) Farming, which involves the cultivation of crops; 3) Downstream agribusiness, which processes agricultural products into consumable goods; and 4) Supporting services, including finance, research, and agricultural policy.

What is the role of upstream agribusiness?

Upstream agribusiness is responsible for providing production inputs, such as fertilizers, seeds, pesticides, and agricultural machinery. It focuses on ensuring the availability and accessibility of resources needed for farming.

What does downstream agribusiness focus on?

Downstream agribusiness focuses on processing raw agricultural products into finished goods that are ready for consumption or further use. This includes activities like turning raw crops into packaged food, beverages, or other consumable items.

What types of services are included in the supporting services of agribusiness?

Supporting services in agribusiness include financial services, insurance, research and development, extension services, agricultural policies, and other services that aid the smooth operation of the agricultural value chain.

What is the significance of marketing in agribusiness?

Marketing in agribusiness plays a critical role in determining market demand, promoting products, identifying target customers, and establishing connections with potential buyers. It helps in developing promotional strategies, pricing, distribution, and ultimately ensuring the success of agricultural products in the market.

How can agribusinesses develop a marketing strategy?

Agribusinesses can develop a marketing strategy by conducting market surveys, analyzing consumer needs, creating product value propositions, and crafting promotion plans. They must also evaluate commercial information, develop a pricing strategy, and choose effective distribution channels to reach their target audience.

What is the Marketing Mix in agribusiness?

The Marketing Mix, or Bauran Pemasaran, in agribusiness is a strategy that uses controllable marketing variables (like product, price, place, and promotion) to meet the target market's needs and achieve business goals. It emphasizes customer orientation and aims to optimize the value delivered to customers.

What are the different types of business strategies mentioned?

The business strategies mentioned include stability strategies (which maintain existing operations), growth strategies (including product development, market expansion, and diversification), and retrenchment strategies (focused on reducing activities). A combination strategy integrates aspects of these different approaches.

What is a growth strategy, and what are its types?

A growth strategy focuses on expanding a business. Types include internal growth through product development, external growth via vertical integration or mergers, market expansion, and diversification into new areas of business or products.