Marketing Strategy of Bali Calf to Improve Breeders Income in Nusa Penida Sub-District, Bali Province

usa Penida is a refining area of bali cattle based on the Minister Decree of Agriculture Number 348/Kpts/PK020/5/2016. Bali cattle breeders at Nusa Penida depend on belantik in marketing their livestock that causes the breeders’ income is not optimal. This study aimed to determine the appropriate marketing strategy of bali calf to increasing breeder’s income at Nusa Penida. This research was conducted at Nusa Penida on July to October 2017 by using survey method to 74 respondents, consisting of 60 breeders, 10 belantik, and 4 key informans. The purposive stratified random sampling technique is used for determining breeder respondents to select all group of bali cattle breeding in five villages in Nusa Penida and then determine three people from each group, consisting of two managers and one member. The data from belantik respondents is determined using the snowball sampling method as the determination of respondents based on information on livestock that sales obtained from interviews with breeder respondents. The expert respondents were determined using purposive sampling technique. All of data were analyzed using IFE, EFE, IE, SWOT, and QSPM. The finding indicated that the marketing strategy analysis shows the priority strategy is to provide certification on cattle which is free from jembrana disease, SE, PMK, MCF, anthrax, and brucellosis, with 2,93 TAS score. Keywords – Bali Calf, Marketing Strategy, SWOT and QSPM.