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All Journal Musamus Journal of Agribusiness
Widiastuti, Maria Magdalena Diana
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Agriculture, Biological Sciences & Forestry Social Sciences

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Strategi Pemasaran Bakso Ikan Binaan IFAD di Kabupaten Merauke Gumelar, Gesang Rizki; Widiastuti, Maria Magdalena Diana; Nahumury, Marthen A.I.
MuJAgri: Musamus Journal of Agribusiness Vol 4 No 1 (2021): MuJAgri: Musamus Journal of Agribusiness
Publisher : Musamus University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35724/mujagri.v4i01.4183

Abstract

This study aims to identify the factors that are strengths, weaknesses, opportunities and threats and to formulate appropriate strategies that can be used for marketingIFAD fish balls using the SWOT matrix, IE matrix and QSPM matrix. The researchwas carried out in 4 processing groups assisted by IFAD located in Maro Village andSamkai Village, Merauke District, Merauke Regency.The results obtained from this study are market penetration with strategy specifications based on the QSPM matrix, namely maximizing the number ofproducts marketed by utilizing existing facilities and infrastructure such asoptimizing commercial houses, packaging houses, vegetable stalls, stalls, shops andsupermarkets as marketing place, with a total alternative score of 12.82
Co-Authors Gumelar, Gesang Rizki Nahumury, Marthen A.I.