STRATEGI PEMASARAN IKAN MAS DI DESA SITU DAUN, KECAMATAN TENJOLAYA, KABUPATEN BOGOR

Rana Berkah Jaya is a company that produces fresh carp in Tenjolaya, Bogor Regency. Carp has a promising market opportunity both as a Sundanese food and for fishing ponds. These opportunities lead to increasingly fierce business competition. For this reason, it is necessary to study internal and external factors and develop a marketing strategy using IFAS, EFAS and SWOT analysis. Internal strengths factor are products with guaranteed quality; competitive prices; payment method; services; various sizes of fish. Weakness factors are: the number of products is limited; promotional technology; pond quality; water sources. External factors that are opportunities are: potential market; regular customer; many fishing ponds; lack of jumbo cultivators. while the threat factors are: similar fishery business; fish feed costs; pests and diseases; climate disturbance. Furthermore, a SWOT analysis show several alternative marketing strategies were obtained consisting of the SO strategy: maintaining various sizes for fishing pool needs; keep cheap price in order to be competitive; service optimizing to consumers. ST strategy is to improve product quality; improve product quality with better maintenance techniques. The WO strategy is to utilize social media technology for promotion; Forming business partners to maintain product continuity. The WT strategy is to utilize cultivation technology to minimize climate disturbances and looking for alternative water sources to avoid pests and diseases.