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All Journal Jurnal Ilmiah Manajemen Kesatuan
Tangirerung, Johanna R.
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Economics, Econometrics & Finance Social Sciences

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Marketing Management Strategies of Buffalo Livestock Traders in Addressing Price Fluctuations at Bolu-Rantepao Animal Market Pasulu, Isak; Pali, Elisabet; Pasulu, Elsap Patta; Tangirerung, Johanna R.
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.3712

Abstract

This study explores marketing management strategies employed by buffalo livestock traders at the Bolu-Rantepao Animal Market, North Toraja, in addressing extreme price volatility shaped by cultural and seasonal factors. Responding to a significant research gap in marketing practices within culturally embedded traditional markets, this study adopts a qualitative descriptive approach using case study methodology. Data were collected through in-depth interviews, participant observation, and document analysis with four purposively selected informants operating in high-volume buffalo trade. Analysis reveals that successful traders implement integrated marketing systems comprising five key components: market intelligence for predictive planning, product portfolio management through quality and segment differentiation, dynamic value-based pricing strategies, multi-channel distribution optimization, and customer relationship management (CRM) for loyalty and premium pricing leverage. These strategies enable traders to navigate volatile market dynamics, especially during ceremonial demand spikes such as the Rambu Solo. The findings highlight that adaptive execution, systematic planning, customer orientation, and feedback-driven improvements are central to marketing success. This study contributes to marketing theory by contextualizing modern management principles in traditional commodity markets and offers practical insights for strategic development in rural livestock economies. It also suggests digital adoption and CRM systems as key leverage points for future competitiveness in similarly structured markets across developing countries.
Performance Analysis of Village Owned Enterprise Development Strategy in North Toraja Regency Pali, Elisabet; Pasulu, Isak; Pasulu, Elsap Patta; Tangirerung, Johanna R.
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.3713

Abstract

Village development is essential for enhancing community welfare and fostering economic independence in rural areas, yet many village-owned enterprises face operational challenges that hinder their sustainability. This study aims to analyze the development strategy of the Lembang-Owned Enterprise Maju Bersama in Lembang Sa’dan Ulusalu, Sa’dan District, North Toraja Regency, to support sustainable rural growth. A qualitative descriptive approach was employed, utilizing interviews, direct observations and document analysis. The findings reveal that the Lembang-Owned Enterprise benefits from a strong legal foundation and addresses community needs through its kiosk operations. However, weaknesses such as limited managerial skills, poor inventory management, and uncirculated capital due to unpaid loans impede progress. Opportunities include supportive government regulations and the region’s agricultural potential, while threats encompass low community participation and competition from external vendors. The study concludes that a Weakness-Opportunity strategy, focusing on capacity building and leveraging local resources, is critical for enhancing the enterprise’s performance. This research provides practical recommendations for improving managerial skills, community engagement, and partnerships to ensure the sustainability of village-owned enterprises in similar rural contexts.
Co-Authors Elisabet Pali Isak Pasulu Pasulu, Elsap Patta