Challenges in Marketing Tilapia in Tongging Village

Oct 13, 2025 by wbrum.org 10 views

Marketing Strategy for Tilapia from Floating Net Cage Cultivation in Tongging Village and Sibolangit Village, Brand District, Karo Regency

Introduction

Tilapia (Oreochromis niloticus) is one of the most widely cultivated freshwater fish in Indonesia, including in Tongging Village and Sibolangit Village in Brand District, Karo Regency. The cultivation of tilapia using the floating net cage (KJA) system is an effective method for increasing productivity, but industry players often face various obstacles in the field of marketing. This study aims to analyze the conditions of management, strengths, weaknesses, opportunities, and threats in marketing tilapia from the KJA in the two villages.

The Existing Condition of Tilapia Cultivation

Tilapia cultivation in this area is carried out with a floating net cage system, which is an effective method for increasing the productivity of catches. However, industry players often experience various obstacles in the field of marketing. In Tongging Village, problems that are often faced include the selling price of competitive fish and tend to be low. In addition, the size of the harvest fish is sometimes valued low and the lack of small-scale fish processing industry makes the fish still sold intact. In Sibolangit Village, the challenges are similar, where the selling price remains the main issue, and sometimes fish do not have buyers.

Challenges in Marketing Tilapia in Tongging Village

Low Selling Price: The selling price of tilapia in Tongging Village is often lower than in other regions, making it difficult for farmers to earn a profit.
Small Harvest Size: The size of the harvest fish is sometimes valued low, which can affect the selling price and profitability of the business.
Lack of Fish Processing Industry: The lack of small-scale fish processing industry in Tongging Village makes it difficult for farmers to process and sell their fish, resulting in low selling prices.

Challenges in Marketing Tilapia in Sibolangit Village

Low Selling Price: The selling price of tilapia in Sibolangit Village is also lower than in other regions, making it difficult for farmers to earn a profit.
Unstable Market Demand: Sometimes, fish do not have buyers, which can affect the selling price and profitability of the business.

SWOT Analysis in Marketing

SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) becomes the method used to identify the position of the tilapia market. The results of the study revealed that several marketing strategies need to be implemented to overcome existing challenges.

Marketing Strategy in Tongging Village

SO Strategy: Considering varying the feed used based on the season to increase yields. Quality feed must be chosen so that fish can grow faster.
Strategy WO: Adjusting labor in line with the area of cage plots and speeding up harvest time to avoid excessive feed costs.
STRATEGE ST: Prioritizing feed quality to increase selling prices and regulating harvest time to remain competing with other regions.
WT strategy: Using one feed brand to maintain consistency and determining the dose of feed so that production costs do not exceed results.

Marketing Strategy in Sibolangit Village

Strategy So: Focusing on selecting quality feed and expanding the number of cage plots.
Strategy WO: Conducting training involving the Department of Fisheries to improve the ability of labor in fish farming.
St Strategy: Like in Tongging Village, quality feed selection is very important, as well as holding promotions and improving road facilities to support the distribution process.
WT Strategy: Following training and establishing cooperation with traders to synchronize harvest time with market needs.

Marketing Comparison between Two Villages

From the analysis conducted, it appears that the marketing of tilapia from KJA cultivation in Tongging Village has a higher total external strategic factor score of 6.67 compared to the Sibolangit Village score which is only 4.40. This shows that Tongging Village is better able to take advantage of opportunities and avoid external threats.

Likewise with the internal strategic factor score, where Tongging Village is again superior with a figure of 5.80 compared to 5.53 for Sibolangit Village. This advantage means that business actors in Tongging Village are more effective in using their strengths and overcoming existing weaknesses.

Conclusion

The marketing strategy of tilapia in the cultivation of floating net cages in Tongging and Sibolangit villages shows the need for an increase in management and implementing directed strategies. By using the right SWOT analysis, business actors must adapt to competitive market conditions. Efforts to improve the quality of feed, training for labor, and cooperation with third parties are an important step to achieve success in marketing tilapia aquaculture. By doing this, not only farmers' income can increase, but also the sustainability of fish farming businesses in the area.

Recommendations

Improving Feed Quality: Business actors in both villages should prioritize improving the quality of feed to increase selling prices and regulate harvest time to remain competing with other regions.
Training for Labor: Conducting training involving the Department of Fisheries to improve the ability of labor in fish farming is essential to increase productivity and reduce costs.
Cooperation with Traders: Establishing cooperation with traders to synchronize harvest time with market needs is crucial to increase sales and profitability.
Promotions and Road Facilities: Holding promotions and improving road facilities to support the distribution process is essential to increase sales and profitability.

By implementing these recommendations, business actors in Tongging and Sibolangit villages can improve their marketing strategy and increase their income and sustainability in the fish farming business.
Frequently Asked Questions (FAQs) about Marketing Strategy for Tilapia from Floating Net Cage Cultivation in Tongging Village and Sibolangit Village, Brand District, Karo Regency

Introduction

The marketing strategy of tilapia from floating net cage cultivation in Tongging Village and Sibolangit Village, Brand District, Karo Regency has been analyzed in this study. The study aims to provide insights into the challenges faced by farmers in marketing their tilapia and to identify strategies that can be implemented to overcome these challenges. In this FAQ section, we will answer some of the most frequently asked questions about the marketing strategy of tilapia from floating net cage cultivation in the two villages.

Q: What are the main challenges faced by farmers in marketing their tilapia in Tongging Village and Sibolangit Village?

A: The main challenges faced by farmers in marketing their tilapia in Tongging Village and Sibolangit Village include low selling prices, small harvest size, and lack of fish processing industry.

Q: What is the SWOT analysis used for in this study?

A: The SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats in marketing tilapia from floating net cage cultivation in Tongging Village and Sibolangit Village.

Q: What are the marketing strategies recommended for Tongging Village?

A: The marketing strategies recommended for Tongging Village include considering varying the feed used based on the season to increase yields, adjusting labor in line with the area of cage plots and speeding up harvest time to avoid excessive feed costs, prioritizing feed quality to increase selling prices, and using one feed brand to maintain consistency.

Q: What are the marketing strategies recommended for Sibolangit Village?

A: The marketing strategies recommended for Sibolangit Village include focusing on selecting quality feed and expanding the number of cage plots, conducting training involving the Department of Fisheries to improve the ability of labor in fish farming, holding promotions and improving road facilities to support the distribution process, and establishing cooperation with traders to synchronize harvest time with market needs.

Q: What is the total external strategic factor score for Tongging Village and Sibolangit Village?

A: The total external strategic factor score for Tongging Village is 6.67, while the score for Sibolangit Village is 4.40.

Q: What is the internal strategic factor score for Tongging Village and Sibolangit Village?

A: The internal strategic factor score for Tongging Village is 5.80, while the score for Sibolangit Village is 5.53.

Q: What are the recommendations for improving the marketing strategy of tilapia from floating net cage cultivation in Tongging Village and Sibolangit Village?

A: The recommendations for improving the marketing strategy of tilapia from floating net cage cultivation in Tongging Village and Sibolangit Village include improving feed quality, training for labor, cooperation with traders, and promotions and road facilities.

Q: How can farmers in Tongging Village and Sibolangit Village increase their income and sustainability in the fish farming business?

A: Farmers in Tongging Village and Sibolangit Village can increase their income and sustainability in the fish farming business by implementing the recommended marketing strategies, including improving feed quality, training for labor, cooperation with traders, and promotions and road facilities.

Conclusion

The marketing strategy of tilapia from floating net cage cultivation in Tongging Village and Sibolangit Village has been analyzed in this study. The study aims to provide insights into the challenges faced by farmers in marketing their tilapia and to identify strategies that can be implemented to overcome these challenges. By implementing the recommended marketing strategies, farmers in Tongging Village and Sibolangit Village can increase their income and sustainability in the fish farming business.