Marketing Mix and Strategy for Processed Snakehead Fish Products in Banjar Regency

Abstract

Snakehead fish is one of the potential freshwater fish commodities in South Kalimantan, especially in Banjar Regency because it has a continuously increasing economic value and high demand due to its delicious taste and availability throughout the year. The development of snakehead fish processing MSMEs in Banjar Regency requires a method to be able to see future marketing prospects through the right marketing mix and strategy in marketing the processed product. The purpose of this study is to analyze the marketing mix and marketing strategy based on SWOT in snakehead fish processing MSMEs in Banjar Regency. The sampling method that will be used is a qualitative and quantitative approach through observation, interviews, and SWOT analysis. The results obtained from this study are the existence of a marketing mix in the form of products, prices, places and promotions in marketing processed products from processors to consumers, and based on the results of the SWOT analysis obtained the results of quadrant I where these conditions indicate that the snakehead fish processing business in Banjar Regency has opportunities and strengths in developing its business and is in a favorable condition because the processed product has unique characteristics, the main strength comes from human resources and product quality, opportunities from high market interest. SWOT-based marketing strategies and the development of innovation and the role of the government are very important for the development of this business.