The Development of Seaweed at DI PT. Bantimurung Indah Maros Regency

Abstract

This study aims to know the marketing systems, market shares, sales projection for next 5 years, and marketing prospects of processed seaweed (Semi Refine Carrageenan) at PT. Bantimurung Indah Maros. This study was conducted at PT. Bantimurung Indah Maros located at Dr. Sam Ratulangi Street, Maros Regency, South Sulawesi. This company was one of the branches of Bosowa Group producing processed seaweed. Data collected were processed seaweed production, export realization of processed seaweed, realization of processed seaweed according to types/specification (2003-2007), and industry companies/export-destination countries of processed seaweed at PT. Bantimurung Indah Maros. According to marketing mix analysis of marketing systems of processed seaweed (Semi Refine Carrageenan) of PT. Bantimurung Indah Maros, it was shown that the marketing systems was sales of processed seaweed products (Semi Refine Carrageenan) to industrial companies in the international scale with “Systems Sales†method started by conducting business negotiation with buyer candidates in which it was included the application of all marketing mix variables such as product (sample shipping), price (price offerings), distribution (goods delivery/delivery time) and promotion (local, national and international exhibitions, international seminars and conferences, and internet). According to market shares analysis it was shown that when processed seaweed products (Semi Refine Carrageenan) were converted to dry seaweed (raw material) with sucrose content of 25 %, PT. Bantimurung Indah Maros controlled average market shares of 12, 79% for the last 5 years (2003-2007), and for SRC (TG) products it controlled market shares of 100% in South Sulawesi. According to prediction analysis of processed seaweed exports (Semi Refine Carrageenan) bulk volume (ton) and value (US$) by using Least Squares method it was shown that sales volume averaged -305.41 ton/year with value of US$ -159.548, 8 per year for next 5 years (2008-2012). According to External and Internal Environment analysis (SWOT Analysis it was shown that PT. Bantimurung Indah Maros has much strength, especially in marketing section (company reputation, quality reputation and so on), has many weaknesses (limitations in technology, production facility, and so on), and has many opportunities (prospects of seaweed use, geographical location, and so on).