Agro-industry development model and Marketing Strategy of Dangke Cracker

1Muhammad Siri Dangnga, 2St. Maryam 3Arman,

1Agribisnis, Graduate Program, UniversitasMuhammadiyahParepare,

South Sulawesi 91132 Indonesia Tel: +62-8124257930 Fax: 62-4213311751 E-mail:muhammad.siri@gmail.com

2 Islamic Study Faculty, Universitas Muhammadiyah ParepareSouth Sulawesi 91132 Indonesia

Tel: +62-81242797766 Fax: 62-25524E-mail: st.maryam@yahoo.co.id

3Agribisnis, Graduate Program, UniversitasMuhammadiyahParepare,

South Sulawesi 91132 Indonesia Tel: +62-8124257930 Fax: 62-4213311751 E-mail:arman@yahoo.co.id

Abstract
The problem in this study were (1) generally dangke crackers still use plastic containers in packaging
and (2) the marketing area of dangke crackers still a very limited for local consumption. This study aims
to: (1) designing agro-industry development model of dangke crackers to improve product quality and
production capacity, (2) determine of marketing strategy implemented to increase the selling volume
and revenue of dangke producer, (3) expand the marketing area and reach of dangke in South Sulawesi.
This research was conducted in the district of Enrekang as areas become a dairy farm centers and agro-
industrial producers or actors dangke crackers, while the marketing area reaches 20 district in South
Sulawesi Province. The research was conducted during the two years from March 2014 to December
2015. Design of agro-industry development models for dangke was be applied and sustainable, namely:
(1) application of product strategy with the use of better packaging and attractive, for example
aluminum foil packaging with a label that contains complete nutritional information, (2) use the mixing
batter machine and the packaging machines to increase production capacity and product quality of
dangke. Capacity of production increasing mainly processing batter, starting from the manual
processing with a capacity of 7.5 kg batter / hour until 21-24 kg / hour after using a mixing machine of
industrial scale. Innovations that have been produced is model the marketing strategy of dangke
crackers. The marketing strategy of dangke implemented by marketing mix strategies, such as: product,
price, promotion, and distribution, it has carried out simultaneously and successfully expand marketing
areas as well as increasing sales volume of dangke in Enrekang. As long two years of research,
marketing area in the first and second year was reached 10 districts / cities, by working with 70
agencies or retail store with a total product of 3000 packs, and sold more than 2100 packs (70%), while
the remaining 900 packs (30% ) is returned. This result is an indicator that dangke crackers demand by
people in South Sulawesi province. The value of Revenue-Cost (R / C) ratio = 1.90, it shows the
business is feasible to run. Break-even point will be reached if it had received the proceeds from the
sale of Rp.4.570.550 or have produced as much as 508 packs of dangke crackers.