Performance and Marketing Strategy of Micro, Small, and Medium Enterprises of Cashew Nut Processing (A Case in CV Hukasari Semesta in Muna, Indonesia)

Abstract

Cashew nuts, a plantation commodity from Indonesia, come with a high economic value. Cashew nut processing enterprises are crucial in elevating the value added, broadening the work field, and enhancing labor absorption. This research provides an analysis of the performance and marketing strategy of micro, small, and medium enterprises (MSMEs) of cashew nut processing in Muna. It was a case study using explorative, descriptive, and qualitative methods and involved an informant, i.e., the owner of CV Hukasari Semesta. Results demonstrated that CV Hukasari Semesta contributed to the household economic sector, especially in espousing the cashew nut supply chain, which consisted of cashew nut farmers as the key material suppliers, village collecting traders, transport workers, transportation entrepreneurs, processing workers, and store employees. In operating the cashew nut processing business, parties concerned applied strategies for staple ingredient procurement, processing process, management, packaging, capital procurement, more labor recruitment, processing technology procurement, product innovation by varying product packaging and flavors, market network expansion by distributing products to supermarkets and retailers, and market segmentation. Additionally, among the marketing strategies to escalate cashew nut processing MSMEs in Muna were improving product innovation by developing more attractive product packaging based on national standards, carrying out well-planned branding, developing digital-based product information and marketing systems, honing processing and marketing labor skills, increasing processing industrial tool technology, and bolstering business capital.

Keywords

• cashew nut
• processing
• digitalization
• marketing strategy
• sale