Keywords
Marketing Strategy
How to Cite
Abstract
AHMAD IKSAN, 2122050003. Marketing Strategy of Vaname Shrimp in Intensive Ponds of PT. Jatayu Putra Dewata Kolaka-Southeast Sulawesi, supervised by Sulkifli and Andi Rusdi Walinono.
This research was conducted to evaluate the strengths, weaknesses, opportunities and threats in marketing vaname shrimp at PT Jatayu Putra Dewata and to understand the marketing strategy for vaname shrimp at the company. The method used in this research is qualitative by collecting data through observation, interviews and documentation. The data analysis techniques applied are IFAS analysis, EFAS analysis, and SWOT matrix. The findings from this research show that the IFAS score for strengths reached 3.30 while the internal weaknesses score was only 3.11. On the other hand, the EFAS value for opportunities is 3.30 and for threats is 2.56, indicating that strengths and opportunities have a higher value compared to weaknesses and threats. The results of the SWOT matrix analysis concluded that the alternative strategy that best suited the conditions of internal and external environmental factors in marketing white shrimp at PT Jatayu Putra Dewata was the SO (Strength-Opportunity) strategy with an alternative strategy score of 6.60
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