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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Proceedings International Conference on Marine Tourism and Hospitality Studies
Asep Agus Handaka Suryana
Program Studi Perikanan, Fakultas Perikanan Dan Ilmu Kelautan, Universitas Padjadjaran
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Other

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Analisis Strategi Pemasaran dalam Upaya Meningkatkan Penjualan Poklahsar Kinar Djaya Nurhaliza, Rida; Suryana, Agus Asep Handaka; Mahdiana, Izza
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 1 (2025): Januari 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i1.16416

Abstract

The Fish Consumption Rate (AKI) in Bandung City from 2019 to 2023 only reached 48.32 kg/capita/year, which is relatively lower compared to other regions, such as Bekasi City and Depok City. The low Fish Consumption Rate (AKI) poses a challenge for Poklahsar Kinar Djaya, as fresh fish marketing groups in Bandung City, which have also experienced a decline in revenue since the Covid-19 pandemic. The objective of this research is to identify and analyze the market environment and formulate marketing strategies that can be applied by Poklahsar Kinar Djaya. The research was conducted from February to August 2024. The research method used is a case study method with data collection through questionnaires, interviews, observations, and literature studies. Data analysis was performed using the Business Model Canvas, IFAS and EFAS Matrix Analysis, IFE and EFE Matrices, and SWOT Matrix. Based on the research conducted, the position of Poklahsar Kinar Djaya is in the Hold and Maintain strategy, which indicates that business growth and development are facing significant threats and require diversification strategies. This situation suggests that fish sales have strong potential but need to be further enhanced to mitigate the threats. Strategies that can be implemented include optimizing digital marketing strategies, enhancing branding and personal selling, and diversifying suppliers.
Diving Tour Package Design With Business Model Canvas Approach At Nukila Dive Center Ternate, North Maluku Moehamad Alfari Ramadhan; Asep Agus Handaka Suryana; Donny Juliandri Prihadi; Fanny Kristiandhi; Wahyuniar Pamungkas
Proceedings International Conference on Marine Tourism and Hospitality Studies Vol. 1 No. 1 (2024): Proceedings International Conference on Marine Tourism and Hospitality Studies
Publisher : Politeknik Pariwisata Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33649/iconmths.v1i1.315

Abstract

The development of marine tourism in Ternate has shown significant growth in recent years. The island offers marine ecotourism in the form of stunning underwater beauty, with beautiful coral reefs and rich marine biodiversity. Nukila Dive Center has an important role in the sustainability of tourism to support the tourism industry in Ternate. The business model approach is one of the important factors for the success of a company. The purpose of this study is to identify the Nukila Dive Center business model and identify the steps to create a conservation-based diving tour package. The business modeling method and the design of a conservation-based diving tour package are analyzed with nine elements of the business model canvas. Increasing value propositions, customer segments, and customer relationships will affect a company's income. Based on the results of the study, the elements of the business model at Nukila Dive Center were identified, namely the existing customer segments, namely domestic and foreign tourists. The value proposition offered is in the form of attractive underwater nature tourism. The current customer relationship is a direct relationship not only individually, but also with groups/diving communities and sea transportation associations. Revenue Streams received from diving trips, certification and equipment rental. Key resources in trip diving are the underwater beauty in the form of coral reefs and their ecosystems, as well as human resources. The existing key activities are trip diving and certification, Key partnerships currently carried out are travel agents, diving equipment providers, government agencies, diving communities. Cost Structures include ship fuel, equipment and facility maintenance, staff salaries. The prototype design that was made aims to be able to add value proposition to help add value at Nukila Dive Center to add new customer segments with the output of conservation-based diving tour packages in the form of e-flyers
Co-Authors Donny Juliandri Prihadi Fanny Kristiandhi Mahdiana, Izza Moehamad Alfari Ramadhan Nurhaliza, Rida Wahyuniar Pamungkas