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All Journal Jurnal Ilmiah Mahasiswa Kelautan Perikanan Unsyiah Journal of Fish Health Depik Jurnal Ilmu-Ilmu Perairan, Pesisir dan Perikanan Jurnal Pengabdian Nasional (JPN) Indonesia kawanad Depik Jurnal Ilmu-Ilmu Perairan, Pesisir, dan Perikanan
Alvi Rahmah
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Control & Systems Engineering Earth & Planetary Sciences Education Electrical & Electronics Engineering Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Journal of Fish Health

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Development Strategy to Increase Sales of Frozen Fish Products Produced by CV. Novira Abadi Agustina, Imelda; Fahrizal, Azrul; Affan, Junaidi M.; Lubis, Ahmad Fauzan; Aprilla, Ratna Mutia; Fuah, Ricky Winrison; Rahmah, Alvi
Journal of Fish Health Vol. 5 No. 4 (2025): Journal of Fish Health
Publisher : Aquaculture Department, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/2kbk4y11

Abstract

Indonesia is known as a maritime country with a sea area of 3.25 million km², accounting for about 63% of its total territory. The sustainable potential of Indonesia’s marine fish production is estimated at 6.51 million tons per year, or around 8.2% of the world’s total potential. Banda Aceh is one of the coastal cities with enormous fisheries potential. Its waters are rich in fish resources, offering significant opportunities for the development of the fisheries industry. However, this potential has not been fully optimized. One major problem faced by the fisheries industry in Banda Aceh is the lack of effective marketing strategies, particularly in the frozen fish industry. CV. Novira Abadi, as one of the companies operating in this sector, often experiences unstable sales, resulting in uncontrolled stock accumulation. This condition is aggravated by the absence of an integrated marketing approach. This research aims to analyze the development strategy to improve frozen fish sales at CV. Novira Abadi through a SWOT analysis. A qualitative method was applied using observation and interviews. The SWOT analysis results show that opportunities scored the highest (1.92), followed by strengths (1.87), weaknesses (0.99), and threats (0.83). The company’s position in the SWOT matrix falls into quadrant I, indicating a favorable condition for implementing an aggressive growth strategy. The recommended strategies include developing new products, expanding distribution channels, and leveraging social media for promotion. Additionally, continuous market research and competitor analysis are necessary to strengthen competitiveness and ensure business sustainability for CV. Novira Abadi industry.
Co-Authors Adli W. Perdana Affan, Junaidi M agustina, imelda Ahmad Fauzan Lubis Celli Dirgantini Chaliluddin Chaliluddin Chaliluddin Chaliluddin, Makwiyah Dirgantini, Celli Djamani Rianjuanda Edy Miswar Edy Miswar Edy Miswar, Edy Eri Fadli Fachrorazi Amir Fahrizal, Azrul Fitri Indah Yani Fuah, Ricky Winrison Husaini Ichsan Setiawan Ilham Zulfahmi Imam Shadiqin Imelda Agustina Junaidi M. Affan Junaidi M. Affan Khairani Khairani Maksalmina Maksalmina Makwiyah A. Chaliluddin Mardiah, Ratu Sari Mesha, Abel Muammar Muchraja Ilham Muhammad Muhammad Fajar Ilham Muhammad Irham Muhammad Muhammad Muhammad Rizayani Muhammad Yunanda Musri Musman Mutia Aprilla, Ratna Nur I. Sari Nurfadillah Prajaputra, Vicky Rahimi, Sayyid Afdhal El Ratna M. Aprilia Ratna Mutia Aprilla Ratna Mutia Aprilla Razali Thaib Rianjuanda Rianjuanda, Djamani Riyaldi Riyaldi Rizwan Rizwan Rizwan Thaib Robby S. Situmeang Salmarika, Salmarika SATRIYAS ILYAS Sayyid A El-Rahimi Sriwulanda, Ayu Syahrul Ramadhan Syamsul Rizal Syamsunnisak Syamsunnisak Taufiqurrahman Taufiqurrahman Thaib Rizwan Thaib Rizwan Thaib Rizwan, Thaib Thaib, Rizwan Wahyu Armanda Yulia Safitri Ismail Zirvathul Murni