Strategi Pemasaran Keripik Ikan Produksi Ud. Yeyen, Situbondo

Ananda, Dian Vigi (2022) Strategi Pemasaran Keripik Ikan Produksi Ud. Yeyen, Situbondo. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

UD. Yeyen is one of the producers who first introduced fish chips in Paowan Village, Panarukan District, Situbondo. Fish chips use fresh fish type of White fish. These fish chips have become an icon of Situbondo city or a typical souvenir from the city of Santri. However, this is not enough to guarantee the business development, because UD. Yeyen currently has several competitors that threaten the company's position in the market. Another obstruction for UD. Yeyen is the main material, such as fish. The bad weather conditions will affect the production process at UD. Yeyen. This study aims to scrunitize the factors, strengths, weaknesses, opportunities, and threats in the marketing of fish chips products at UD. Yeyen, Situbondo, formulates and explains alternative marketing strategies for Fish Chips at UD. Yeyen, Situbondo, determines and explains the priority marketing strategy of Fish Chips products at UD. Yeyen, Situbondo. Based on the research results, internal factors consist of product, price, distribution, promotion, human resources, and finance. While external factors, consist of suppliers, competitors, consumers, market share, economic conditions, natural conditions, and technological developments. The results of the SWOT analysis obtained are the position of UD. Yeyen is in quadrant I. Because research result calculation show that the highest TAS value is maintaining the quality of fish chips with a TAS score of 6.79. Key Words: Marketing Strategy, Fish chips, SWOT, QSPM

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