Marketing Marketing strategy and profitability analysis of pork products in Merauke Regency, South Papua

Abstract

Pork products have economic potential in Merauke Regency because local farmers provide a supply of pigs, while interregional collectors generate relatively stable demand. This applied study identified pork marketing strategies and analyzed business profitability from March to June 2026 in Merauke Regency, South Papua. A quantitative descriptive approach with direct observation and active participation was employed to document livestock sourcing, purchasing, transportation, holding, slaughtering, packaging, sales, and operating costs. The main strategies included setting selling prices with reference to collector prices, matching production volume with storage capacity, selecting pigs according to market size and quality requirements, surveying suppliers, negotiating purchase prices, managing transportation, and scheduling slaughter according to shipment readiness. Across 12 business cycles involving 29 pigs, total costs amounted to IDR 186,675,519, total sales to IDR 224,808,000, and net profit to IDR 38,132,481. The resulting R/C ratio was 1.20, with a profit margin of 16.96%. The enterprise was financially feasible, provided that purchase prices, transportation costs, storage capacity, and supplier–buyer relationships were effectively managed