JEFMS Journal

ABSTRACT:

The Fish Auction Place (TPI) is an important infrastructure to facilitate the marketing of fish catches at Puger Beach. However, TPI Puger's potential is less than optimal in attracting anglers and buyers. Therefore, the purpose of this research is to analyze the Strengths, Weaknesses, Opportunities and Threats (SWOT Analysis) and develop a marketing plan to increase the potential of TPI Puger. This study uses qualitative methods with data collection techniques through observation, interviews and documentation. The information obtained was analyzed using SWOT analysis to identify internal (strengths and weaknesses) and external (opportunities and threats) factors that affect the potential of TPI Puger. In addition, based on the SWOT analysis, a marketing plan was created which included market segmentation, targeting, purchasing positions, marketing mix (product, price, place, promotion) and evaluation. The results of the SWOT analysis show that TPI Puger's strength lies in its strategic location, adequate physical facilities, and the diversity of fish species. However, the weaknesses identified were the ineffectiveness of sales promotion, the lack of variations in processed products and the limited human resources. Opportunities that can be exploited include increasing demand for fresh fish, export potential and government support for TPI development. Meanwhile, the threats include price competition with other TPI, changes in people's consumption habits, and strict regulations regarding the management of fish resources

KEYWORDS:

SWOT, Marketing, Strategy, Coastal

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