SUPPLY CHAIN ANALYSIS OF GUPPY FISH (Poecilia reticulata) CASE STUDY AT MAESTRO ORNAMENTAL FISH GROUP (CIBIRU SUBDISTRICT, BANDUNG WEST JAVA)

Fisheries Socio-Economic

Fresh water ornamental fish sub-sector is one of the most potential sub-sectors of Fisheries in Indonesia. As one of the Biggest City in Indonesia, Bandung was statistically improving ornamental fish production in each year. This research aim is to analyze the supply chain of guppy fish (Poecilia reticulata) in Bandung in terms of product flow, information flow, also marketing efficiency of each chain that is involved in the supply chain. This research was conducted out in April – September 2020 in Maestro Ornamental Fish Group, Cilengkrang Street, Cibiru District, Bandung City, West Java Province. The research method that used was descriptive qualitative and quantitative using primary and secondary data which was sampled using snowball sampling methods. Product flow and information flow is gained through interviews with the respondents then analyzed descriptively, whereas the marketing efficiency is processed quantitatively in terms of marketing margin, farmer’s share, and Revenue and Cost (R/C) ratio. The result of this study showed that the process of the product flow of guppy fish in Bandung are involving few parties which is the farmer, wholesaler, small traders, and end consumers. Each of these parties were well informed and sharing the market knowledge and information such as market price information to each other respectively. The distribution channel of guppy is divided into 3 types of marketing chains in terms of marketing agencies’ involvement. The most efficient marketing chain is Chain I whereas the marketing margin value is 0 and the farmer’s share value is 100% because Chain I was Direct Marketing Channel that only involves the farmer/producer and the end consumer.

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