Identifying marketing problems and strategies for the development of superior rice seed breeding business in Ogan Komering Ilir regency

Andhini, Winnie and Yazid, Muhammad and Riswani, Riswani (2025) Identifying marketing problems and strategies for the development of superior rice seed breeding business in Ogan Komering Ilir regency. World Journal of Advanced Research and Reviews, 27 (2). pp. 1338-1347. ISSN 2581-9615

Superior seed breeding is one of the food products that has the opportunity to be developed in an agribusiness system. The agribusiness system concerns all activities in the agricultural sector from procurement to marketing of products produced by farming businesses that are interrelated with each other, in other words starting from the upstream industry, farming, downstream industry to distribution to consumers. This research aims to identify the problems faced in the production and distribution of rice seeds in OKI Regency and formulate a strategy for the development of breeding superior rice seeds in Ogan Komering Ilir Regency. The selection of the research location used the purposive sampling method, while the sample withdrawal used non-probability sampling by taking samples of breeder farmers in Bumi Agung Village, Lempuing District, OKI Regency. There are 60 rice seed breeders in this village who were purposively selected as a sample of this study. Primary data in this study was collected by means of a survey using a questionnaire and analyzed using data reduction and SWOT. The results of the study show that the production and distribution of superior rice seeds in OKI Regency is constrained by limited access, uneven distribution, and lack of coordination between related parties, so that the use of superior seeds is not optimal. The business development strategy of superior rice seed breeding is in quadrant I, namely having a position (S-O) of the seed breeding business can utilize internal strengths to seize external opportunities. An alternative strategy that can be applied is to optimize internal strengths, namely farmer experience, effective management, and distribution networks that have been established, in order to take advantage of external opportunities, such as increasing market demand and potential cooperation with third parties