Strategy and fish marketing systems in Kota Bawah Timur Fishing Port, Sabang Indonesia

Abstract

Kota Bawah Timur Fishing Port is a landing place that has a fairly busy activity and always routinely conducts fish auctions every morning. The dominant fishing gear used by fishermen in this port is hand line and hand line, landed fish are catches which have important economic value. The problem faced now is that the fisheries business system in this fishing port is still simple, the marketing channels still go through between regions and, facilities that could support marketing such as an ice factory were damaged. The purpose of this study is to provide recommendations and strategies regarding the marketing system for fish landing bases Kota Bawah Timur, this research was conducted in June 2020. The method used in this research is purposive sampling method using S.W.O.T analysis (Strengthen, Weakness, Opportunities, and Threats) where an effective strategy can be formulated systematically by comparing internal and external conditions. The results obtained are that fishing port has three marketing channels, namely: market channels, channel for household processing and channel for tuna collectors. Kota Bawah Timur Fishing Port also has an internal value of 0.43 and an external value of 0.28, of the two conditions factors have a positive value. These results indicate that the marketing growth in this fishing port has a strong performance and opportunities in its marketing.