Analisis Strategi Pemasaran Budidaya Ikan Koi (Studi Kasus Pada CV. Birru Ehas Indonesia)

Abstract

This research aims to understand and analyze the marketing strategy of koi fish farming at CV. Birru Ehas Indonesia in increasing sales and maximizing revenue, as well as formulate a marketing strategy using the marketing mix, which consists of product, price, place, and promotion. This type of research uses a descriptive method with a quantitative approach. Data collection techniques used interview, observation, and documentation methods. This research uses the SWOT analysis tool (Strength, Weakness, Opportunities, and Threats). The research results obtained the IFAS matrix table and the EFAS matrix table. The IFAS value is 3.95 and the EFAS value is 3.27. The analysis states that in the SWOT diagram, it is in quadrant I, which means the appropriate strategy for CV. Birru Ehas Indonesia to implement in increasing sales volume is through an aggressive strategy (Growth Oriented Strategy), where the company enters the growth phase focusing on horizontal integration, having developed and become strong and having significant opportunities in terms of marketing mix, market segmentation, targeting, and positioning.