<![CDATA[Panbers is a small fish-processing enterprise located in Sikumana Village, Maulafa District, Kupang City, which relies on tuna as the main raw material for its nugget products. Growing competition among similar businesses, together with the enterprise's still-limited marketing management, requires a well-defined marketing strategy to sustain and expand the business. This study aims to describe the implementation of the 4P marketing mix, examine the internal and external factors affecting the enterprise, and formulate an appropriate marketing strategy for Panbers. A descriptive quantitative method combined with SWOT analysis was applied to 40 respondents, consisting of five internal key informants and 35 consumers, with data gathered through interviews, observation, questionnaires, and documentation, then processed using the IFAS, EFAS, IE, and SWOT matrices. The findings show that the marketing mix implementation falls into the good category with an average score of 4.03, where product and price are the strongest elements while distribution and promotion still need improvement. The total IFAS score of 2.50 and EFAS score of 2.10 place Panbers in Cell V of the IE Matrix, indicating a hold-and-maintain strategic orientation. The recommended marketing strategy combines market penetration and product development through SO and ST strategies, supported by WO and WT strategies to strengthen production capacity, packaging, capital access, and digital promotion.]]>
