Analisis Strategi Pemasaran Produk Olahan Ikan Tuna Pada CV Putra Boga Mahdani Kota Bogor, Jawa Barat

Abstract

Bogor Regency is one of the West Java regions famous for its fish cultivation production. The considerable potential possessed by the Bogor Regency fisheries sector can generate new business opportunities in maximizing existing potential, especially in the field of processing fishery products. CV Putra Boga Mahdani is one of the MSMEs that applies the added value of fish products by making Basreng Ikan products, there are problems faced by CV Putra Boga Mahdani, namely the sale of fish products that have not been maximized, this is an indication of a marketing strategy that has not been implemented optimally, so the formulation of marketing strategies related to the marketing mix is needed to improve the company's marketing activities. This study aims to analyze the Marketing Strategy of Processed Tuna Fish Products in CV Putra Boga Mahdani. Data analysis uses the AHP method to obtain strategy priorities. The analysis results obtained are market penetration strategies with a value weight of 0.875 and an inconsistency ratio of 0.002. This strategy can be done by adding distribution channels and increasing promotion. The priority factor with the highest priority level, namely price (Price) with a weight of 0.323 and an inconsistency ratio of 0.163, with a price discount strategy so that prices are affordable and products can compete with other types of products.