Development of a branding strategy for Melinjo Emping

Oct 13, 2025 by wbrum.org 135 views

Analysis of the Melinjo Emping Value Chain: Unraveling the Path to Success in Dalu Ten B Village

Introduction

Located in the heart of Deli Serdang Regency, Dalu Ten B Village is renowned for its production of Melinjo Emping, a crispy snack that has captured the hearts of enthusiasts in Medan and beyond. With its relatively high selling price, the question remains: how does the Melinjo Emping travel from the processor's hands to the final consumer? And what is the profit-sharing mechanism at each stage? This study aims to unravel the Melinjo Emping value chain by analyzing the trading stations, providing valuable insights into the efficiency and profitability of the Melinjo Emping production process.

The Melinjo Emping Value Chain: A Four-Trace Analysis

The study revealed four distinct trading channels that Melinjo Emping follows before reaching the consumer:

Processing - Collector - Retailer - Consumer: This channel is the longest path, where Emping Melinjo from the processor is collected by traders, then sold to retailers, and finally reaches the hands of consumers.
Processing - Intermediary - Retailer - Consumers: In this path, the role of intermediary traders takes over the task of collecting from the collecting traders.
Processing - Retailers - Consumers: This channel is shorter, with retailers directly buying from processors.
Processing - Consumers: This is the shortest path, where the processor sells directly to consumers.

Profit and Efficiency Distribution: A Comparative Analysis

Each channel of the trading has a different share margin, reflecting the distribution of profits at each stage. The longer trading channel tends to have a larger share margin for every institution involved, but also sacrifices efficiency. Conversely, the shortest tract of the (processing - consumers) has the highest level of efficiency, due to the lack of transaction costs and greater profit margins for processors.

The Importance of Optimization of the Value Chain

This study provides a crucial picture of how the structure of the Melinjo Emping value chain in Dalu Ten B Village operates. The efficiency of the value chain is the key to improving the welfare of processors and traders. Some strategies that can be applied to optimize the value chain include:

*** Cooperative Development: ** Cooperatives can help processing to sell products collectively, reduce transaction costs, and get a better selling price. *** Utilization of e-commerce: ** Online buying and selling platforms can help expand the market and improve distribution efficiency. *** Improving product quality: ** High-quality products can attract higher prices and increase competitiveness in the market. *** Branding Development: ** Strong brands can strengthen the position of Melinjo Emping on the market and increase the sale value.

Conclusion

With the optimization of the value chain, Emping Melinjo Village Dalu Ten B can be a superior product that contributes to improving local economy and community welfare. By understanding the Melinjo Emping value chain and implementing strategies to optimize it, the village can increase its competitiveness in the market, improve the welfare of processors and traders, and ultimately contribute to the growth of the local economy.

Recommendations for Future Research

In-depth analysis of the cooperative development strategy: Further research is needed to explore the feasibility and effectiveness of cooperative development in improving the efficiency of the Melinjo Emping value chain.
Investigation of the impact of e-commerce on the Melinjo Emping market: A study on the impact of e-commerce on the Melinjo Emping market can provide valuable insights into the potential benefits and challenges of online buying and selling platforms.
Development of a branding strategy for Melinjo Emping: A branding strategy can help strengthen the position of Melinjo Emping on the market and increase its sale value.

By addressing these research gaps, future studies can provide a more comprehensive understanding of the Melinjo Emping value chain and contribute to the development of strategies to optimize its efficiency and profitability.
Frequently Asked Questions: Unraveling the Melinjo Emping Value Chain

Q: What is Melinjo Emping, and why is it a popular snack in Medan?

A: Melinjo Emping is a crispy snack made from melinjo seeds, which are rich in nutrients and have a unique flavor. It is a popular snack in Medan due to its crunchy texture and delicious taste, making it a favorite among locals and tourists alike.

Q: What is the Melinjo Emping value chain, and how does it operate?

A: The Melinjo Emping value chain refers to the series of activities and transactions that occur from the production of melinjo seeds to the final consumption of the snack. The value chain includes processing, collecting, trading, and retailing, with each stage contributing to the final product.

Q: What are the four trading channels of the Melinjo Emping value chain?

A: The four trading channels of the Melinjo Emping value chain are:

Processing - Collector - Retailer - Consumer: This channel is the longest path, where Emping Melinjo from the processor is collected by traders, then sold to retailers, and finally reaches the hands of consumers.
Processing - Intermediary - Retailer - Consumers: In this path, the role of intermediary traders takes over the task of collecting from the collecting traders.
Processing - Retailers - Consumers: This channel is shorter, with retailers directly buying from processors.
Processing - Consumers: This is the shortest path, where the processor sells directly to consumers.

Q: How does the length of the trading channel affect the efficiency and profitability of the Melinjo Emping value chain?

A: The longer trading channel tends to have a larger share margin for every institution involved, but also sacrifices efficiency. Conversely, the shortest tract of the (processing - consumers) has the highest level of efficiency, due to the lack of transaction costs and greater profit margins for processors.

Q: What are some strategies that can be applied to optimize the Melinjo Emping value chain?

A: Some strategies that can be applied to optimize the Melinjo Emping value chain include:

Q: How can the optimization of the Melinjo Emping value chain contribute to the growth of the local economy?

A: By understanding the Melinjo Emping value chain and implementing strategies to optimize it, the village can increase its competitiveness in the market, improve the welfare of processors and traders, and ultimately contribute to the growth of the local economy.

Q: What are some potential challenges and limitations of the Melinjo Emping value chain?

A: Some potential challenges and limitations of the Melinjo Emping value chain include:

Limited access to markets: The Melinjo Emping value chain may face limited access to markets, making it difficult for processors and traders to sell their products.
High transaction costs: The Melinjo Emping value chain may involve high transaction costs, such as transportation and storage costs, which can reduce the profit margins of processors and traders.
Quality control: The Melinjo Emping value chain may face quality control issues, such as contamination or spoilage, which can affect the quality of the final product.

Q: What are some potential areas for future research on the Melinjo Emping value chain?

A: Some potential areas for future research on the Melinjo Emping value chain include:

In-depth analysis of the cooperative development strategy: Further research is needed to explore the feasibility and effectiveness of cooperative development in improving the efficiency of the Melinjo Emping value chain.
Investigation of the impact of e-commerce on the Melinjo Emping market: A study on the impact of e-commerce on the Melinjo Emping market can provide valuable insights into the potential benefits and challenges of online buying and selling platforms.
Development of a branding strategy for Melinjo Emping: A branding strategy can help strengthen the position of Melinjo Emping on the market and increase its sale value.