STATUS OF MARKETING ACTIVITIES ON SELECTED SMALL AND MEDIUM FRUIT PROCESSING ENTERPRISES (SMFPEs) PRODUCTS: A CASE STUDY OF EAST JAVA, INDONESIA

Abstract

Indonesia is an agricultural country with significant contribution by agriculture in national GDP. The fruit processing industries have a special role to play in the national economy. Understanding problems of Small and Medium Fruit Processing Enterprises (SMFPEs) would support its development. With this aim in mind, a study was conducted in five districts in East Java province (Banyuwangi, Jember, Lumajang, Probolinggo and Malang) of Indonesia to assess the development of SMFPEs. The objective of this study was to investigate real problems faced by SMFPEs especially in marketing aspect. Through this study it was found that SMFPEs have to deal with problems relating to the quality and price competition, limitation of market, marketing skills, distribution, transportation and damage products. The details of study are explained in this paper.