Marketing Strategy in Fish Processing Business in Ampel Village, Wuluhan District, Jember Regency

Desi Tri  Handayani; Haifah; Nely  Supeni

doi:10.31967/prmandala.v4i0.813

Desi Tri Handayani Institut Teknologi dan Sains Mandala
Haifah Institut Teknologi dan Sains Mandala
Nely Supeni Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/prmandala.v4i0.813

Abstract

The aims of this study were: (1) To find out and identify what factors are the strengths, weaknesses, opportunities and threats that can affect marketing in fish processing businesses. (2) To find out the right marketing strategy that can be applied to fish processing business. The research method used in this research is descriptive quantitative with SWOT Analysis approach, IFAS/EFAS Matrix, and QSPM Matrix. The sampling method used accidental sampling. The data source used in this study is the primary data source obtained from observation and interviews. Meanwhile, secondary data sources were obtained from literature studies. Based on the IFAS and EFAS matrix, it can be seen that Mr. Partiman Sediyanto's fish processing business has a strong position in facing the dynamics of the external environment. The results of the QSPM Matrix show that the best strategy that can be implemented by Mr. Partiman Sediyanto's fish processing is SO1, namely product innovation in order to attract the attention of potential consumers.