Almost the medium restaurants in Banda Aceh serve oysters as one of the traditional meals. oysters dishes have become one of the menu with expensive prices because of the availability of this menu is not constant and the results of cooking are delicious (processed with traditional seasonings). The business plan oyster sales would try to fill the void slot with supply raw materials so that the expected yields from cultivation will have potential buyers in a good price. Marketing research conducted in an effort to give input for the marketing team to manage and develop sales management products. With the marketing research, marketing teams will know what needs to be improved and what marketing strategies are still concrete done to seize the opportunity. This section collects information from customers by studying the tastes and buying patterns of customers.
The market research is conducted to get baseline data on the part of consumers. Survey team visits and interviews with restaurant owners to obtain data on purchases and use of the products of their oysters. The team will also conduct the identification of future product development, such as type restaurant, quality standards, and the services that are desired by the buyer to purchase. From the results of the first assessment, the restaurant owners complained about the size too small and sometimes they use of some additives (whiting) on oysters. This causes the consistency of this menu is not stable. The restaurant owner usually buy oysters from farmers or directly to the market at a price of Rp. 15,000 / wrap.
Market research will be conducted every two months, for connecting consumers to the marketer through information. This information is used to identify and define marketing opportunities and problems; formulate, refine and evaluate marketing actions; monitor marketing performance; and enhance marketing activities more effectively. NA will use undifferentiated marketing strategy, with assume the market as a whole, the marketing team only consider the needs of consumers in general. Therefore the marketing team only produces and markets a sigle products (vacuum packaging) and trying to attract all buyers and prospective buyers with a good marketing plan.
The strategy aims to make the sale en masse, thus can reducing the cost of marketing and the team can focus on the entire customer and their needs, and designing products that can attract as many as possible of these consumers. Until now there is no industry or a business that sells products of oyster. In Banda Aceh oysters are sold directly by farmers or several collectors in raw to consumers. So the competition analysis in this section is not related to other business units, but how to identify threats, opportunities or strategic issues, which happened as a result of potential changes (strength and weakness) that occurs in the sale and distribution of oysters.
Product design will be done in a participatory by considering the wishes of farmers if they want to insert local elements but still watching the appeal and branding to consumers. This section starts with Idea Development that can come from farmer, NA team and the customers. Futher is Prelimenary Design and Testing, where the design of products that have been realized in the form of a prototype. The prototype is tested, and the test results are used to change the design of the product. The process continued with revising and re-create the according of prototype. This process is repeated several times until all the major faults fixed. NA will also considering the cost and time to the number of re-testing performed. At this stage, the licenses and permits product also performed in parallel to the issuing agency, (halal certificate, health permits and license sales).The symbol of licenses will be put in the design of final package.
Oyster sales distribution will build the trust of buyers and a strong attachment in the sales services. Free delivery and payment with a certain interval will be the advantages granted. The NA functions as a broker connecting buyers to producers, but without charging fees for this service. Selling market information and research services is a type of business common in the market linkage model. In this case, the social program is the business, income generated from enterprise activities is used as a self-financing mechanism for its social programs.