Development of Marketing Strategy for Delta Fishing

Soleh Hanafi Ihsan (State University of Malang)
Sudarmiatin Sudarmiatin (State University of Malang)

Formosa Journal of Multidisciplinary Research (FJMR)
Vol. 4 No. 5 (2025): May 2025

The research objective is to identify and analyze the internal and external factors at Delta Fishing Angling Tourism in order to develop marketing strategies. The research methods used are SWOT Analysis and Quantitative Strategic Planning Matrix (QSPM). Based on the SWOT analysis, IFAS and EFAS matrices were formed, scoring 3,14 and 3,05, indicating that the restaurant is in quadrant 1 on the IE matrix. The SWOT matrix generated nine alternative strategies, which will be calculated using the QSPM matrix to make appropriate marketing strategy formulation decisions. Thus, the prioritization of strategies based on the analysis is to increase promotion through social media and encourage visitor involvement in creating testimonials, with a total STAS of 0,56.