<![CDATA[ Purpose This research aims formulate a marketing strategy of ventilation block or ventilation block made from clam shell waste through the integration of 8P marketing mix and SWOT analysis utilizing Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices. Design/Methodology Research utilizing quantitative descriptive approach. The data were collected through questionnaires to building and material entrepreneurs, households, and the community. Analysis was conducted using 8P marketing mix, IFAs and EFAS Matrix, and SWOT analysis to identify strategic positions and formulate alternative marketing strategies. Findings The findings indicate that strengths dominate over weaknesses, while opportunities outweigh potential threats. The product is in Quadrant I in the SWOT matrix, indicating a favourable strategic position and supports the implementation of an aggressive strategy (Growth Oriented Strategy). The recommended strategies include product development, optimization of digital marketing, expansion of partnerships, boosting production capacity, and enhancing the image as eco-friendly building material products. Practical Implications The results serve as a reference for business perpetrator in boosting digital marketing, production capacity, distribution, partnerships, and green branding to improve the competitiveness of the product. Originality/Value The novelty of the research lies in its focus on the marketing strategy for ventilation blocks made from clam shell waste, particularly within the context of coastal waste utilization in Kenjeran, Surabaya. The research provides insights into the internal and external factors influencing the marketing of these products and identifies marketing strategies that are relevant to their characteristics as products derived from locally available waste materials. Keywords: Marketing Mix 8P; SWOT Analysis; IFAS-EFAS; Marketing Strategy; Ventilation Block JEL Classification: M31, Q01, Q53 SDG: SDG 12, SDG 11]]>
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