Marketing strategy of salted fish product (case study of Mrs. Muriah salted fish bus

Authors

DOI:

https://doi.org/10.33772/jsepi.v7i1.184

Keywords:

Bombana Regency, salted fish, marketing strategy

Abstract

This research aims to determine the marketing strategy of salted fish products. This research uses a case study method and conducted at Tapuhahi Village, Central Rumbia District, Bombana Regency, Southeast Sulawesi during the period of February 2020. The types of data used were primary data and secondary data. Data were collected by using interview techniques, questionnaires, documentation, and literature studies. The data obtained were analyzed using a SWOT analysis. The results showed that the marketing strategy of IbuMuriah's salted fish products was: not using dangerous preservatives; expanding the marketing network by taking advantages of technological and information developments; registering the product brands at the Directorate General of Intellectual Property Rights (DGIPR) and the National Agency of Drug and Food Control (NADFC);use good of raw materials; use good of the drying area; improve the quality of salted fish which is vulnerable to competition; optimizing the production of salted fish because the rainy season hampers the process of salted fish production; choosing a strategic location; use good promotional activities in print and electronic media.

Author Biographies

Inra Lukmana, Halu Oleo University

Department of Fishery Agribusiness, Faculty of Fisheries and Marine Science, Halu oleo University, Kendari, Indonesia

Budiyanto, Halu Oleo University

Department of Fishery Agribusiness, Faculty of Fisheries and Marine Science, Halu oleo University, Kendari, Indonesia

Rosmawati, Halu Oleo University

Department of Fishery Agribusiness, Faculty of Fisheries and Marine Science, Halu oleo University, Kendari, Indonesia

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Published

2022-02-01

How to Cite

Lukmana, I., Budiyanto, & Rosmawati. (2022). Marketing strategy of salted fish product (case study of Mrs. Muriah salted fish bus. Jurnal Sosial Ekonomi Perikanan, 7(1), 53–62. https://doi.org/10.33772/jsepi.v7i1.184

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