<em>Agribusiness marketing approach can be done through economic or management approach. The economic approach shows the overall presence of marketing channels that will be more efficient and determined by the Structure Conduct and Performance (SCP). The higher the percentage of market share indicates the strength of an enterprise in an industry. If the market share is relatively small and diffuse then the market tends to be in a competitive market reflected by market conduct and market performance On the other hand, a marketing approach to management is a business strategy of a company (group) to improve the efficiency or profit of a company and its networking. Value chain, supply chain, governance value chain analysis is part of the overall agribusiness marketing analysis, so players who have dominant power or market share will be visible in the marketing channel and the centralized market structure. The cooperation of small firms whose market share is relatively dispersed, the market structure tends to lead to a perfectly competitive market with the performances delivered to the market mechanism.</em>

<p>Aktivitas pemasaran merupakan hal yang paling penting dalam sistem agribisnis mulai dari penyediaan sarana produksi pertanian (subsistem input), usahatani (<em>on farm</em>), pemasaran dan pengolahan hasil pertanian, serta subsistem penunjang (penelitian, penyuluhan, pembiayaan/kredit, intelijen pemasaran atau informasi pemasaran, kebijakan pemasaran).<strong>  </strong>Tujuan dari pemasaran yaitu menjembatani apa yang diinginkan produsen dan konsumen dalam melengkapi proses produksi. Hampir semua aktivitas pemasaran membantu produsen dalam memahami keinginan konsumen. Jadi, pemasaran membantu menemukan berbagai jawaban dari lima pertanyaan kunci dalam setiap sistem ekonomi, antara lain :</p><ol><li>Apa yang seharusnya diproduksi ?</li><li>Berapa banyak produk yang seharusnya diproduksi ?</li><li>Kapan seharusnya produk diproduksi ?</li><li>Siapa yang memproduksi ?</li><li>Siapa yang membuat pasar untuk produk tersebut ?</li></ol>

PENDAHULUANKebutuhan konsumsi daging sapi penduduk Indonesia cenderung terus meningkat sejalan dengan meningkatnya jumlah penduduk Indonesia dan kesadaran masyarakat akan pentingnya protein hewani. Laju permintaan daging sapi yang meningkat ini tidak diimbangi oleh peningkatan produksi daging sapi dalam negeri. Sehingga saat ini ketersediaan daging sapi nasional masih mengalami kekurangan, yang ditutup melalui impor sekitar 35 persen dari total kebutuhan daging sapi nasional (Ditjennak, 2010a).Salah satu kebijakan penting Kementerian Pertanian adalah swasembada daging sapi berbasis sumberdaya domestik (Ditjennak, 2010b). Program nasional untuk swasembada daging sapi tahun 2014, sebenarnya merupakan ketiga kalinya yang dicanangkan pemerintah. Melalui

Milk is an essential commodity because the Government of Indonesia aimed to increase domestic milk production up to 50% by 2020. At the present, domestic milk production in Indonesia is only able to fulfill 20% of national milk demand. East Java and West Java Provinces are the main producers of milk in Indonesia. The objective of this study was to compare dairy farming management and business model between East Java and West Java, Indonesia. This study employed descriptive statistical and quantitative analyses. The dairy farming management questionnaire survey was conducted in May-July 2016 and the dairy business model survey was conducted in October-November 2018. There were no significant differences in dairy farming activities between farmers in Lembang and Malang whereas the average number of lactating cows is 5 and 3 heads, respectively. Farmers received farm gate price of Rp4,622 per liter in Lembang and Rp4,535 per liter in Malang. Based on net return over cash variable cost, farmers in Malang and Lembang earned around 20 percent from the milk price. There were six inclusive business models (IBMs) identified between smallholder farmers, cooperatives, and private companies with different characteristics have been implemented in East Java and West Java. It is suggested that cooperative improves its role in the integrated agribusiness system in order to improve the bargaining position of dairy farmers as well as in terms of cost-efficiency. The strategies and policies should be implemented to support development of sustainable, profitable and smallholder-inclusive dairy supply chains in East Java and West Java.

No abstract