STRATEGI PEMASARAN IKAN NILA PETANI IKAN ANGGOTA BUMDes DESA PONGGOK KECAMATAN POLANHARJO KABUPATEN KLATEN

Abstract

ABSTRACT : This research aims to identify the internal and external factors in the Nila Fish marketing by Farmers of BUMDes Member Ponggok Village, Polanharjo, Regency of Klaten, formulate alternative marketing strategies, and priority strategies that can be applied in the Nila Fish marketing by Farmers of BUMDes Member Ponggok Village. Basic method that is used in this research is descriptive analytic. Data analysis method used IFE Matrix (Internal Factor Evaluation) EFE (External Factor Evaluation), SWOT Matrix of quantitative approach, SWOT matrix of qualitative approach and QSPM (Quantitative Strategic Planning Matrix). The results showed that based on the SWOT matrix quantitative approach of Nila Fish marketing by Farmers Members BUMDes Village Ponggok, Polanharjo, Regency  of Klaten is in the first quadrant that means progressive, then be formulated strategy as: Adding professionals in the marketing department to assist the developing market, Improving the competitiveness of product with innovation and product service, and Optimizing the use of facility supports and capital loan from BUMDes. Strategy priority that is recommended for fish farmer of BUMDes member is improving competitiveness of product with innovation and product service.

Keywords : Keywords: Strategy, Marketing, BUMDes, Nila Fish