Value-added Analysis and Marketing of Fish Otak-Otak “Selaras”

Abstract

The goal of this research is to study the added value of processing mackerel into otak-otak in “Otak-Otak Selaras” at Cicendo, Bandung and to analyze its market. This study is done at one of the producers processing mackerel fish in Cicendo, Bandung City, West Java Province. The method used in this research is the case study method. Primary data is used in this research. Location is chosen through the purposive method, where it is chosen on purpose beforehand. Respondents in this research are also determined through the purposive sampling method, where key informants are chosen on purpose beforehand and they are able to grant information that align with the goal of this research. The data collection methods used in this research are interviews, logging, and observation. Data analysis used in this research is the quantitative descriptive analysis method. This research has found that mackerel, if processed into a product, can give a positive value and added value that is bigger than 0, which means that this business is worth running. Otak-otak, the processed product, has an added value of Rp 100,749 / kg and an added value ratio of 55%. The added value and profit of the industry is determined largely by the production cost spent. The market segmentation of “Otak-Otak Selaras” is geographical. The competitors identified are rival and substitute competitors. Pricing by“Otak-Otak Selaras” is done by using the Cost-Plus Pricing. Promotion used by this business is done through placing commercials in e-commerce platforms and by placing a banner in front of the store.