Marketing Strategy of Salted Jambal Roti Fish (A Case Study at Boss Jambal Roti Agroindustry in Pangandaran Village, Pangandaran District, Pangandaran Regency).

Abstract

This study aims to identify internal and external factors influencing marketing activities and to determine appropriate marketing strategies for the Boss Jambal Roti Agroindustry located in Pangandaran Village, Pangandaran District, Pangandaran Regency. The research method used is a case study approach with descriptive qualitative and quantitative methods. Data analysis was conducted using SWOT analysis, which consists of strengths, weaknesses, opportunities, and threats. The results show that the main strengths include high-quality raw materials, considerable business experience, a unique regional product, a strategic business location, and consistent production processes. Meanwhile, the weaknesses include limited promotion, the use of simple production technology, suboptimal product packaging, and limited marketing distribution. From the external perspective, opportunities include high market demand, the development of digital marketing, support from the tourism sector, availability of raw materials from local fishermen, and government support programs. The threats faced include competition from similar businesses, fluctuations in raw material prices, dependence on weather conditions, changing consumer preferences, and limited access to broader markets. Based on the SWOT analysis, the agroindustry is positioned in Quadrant I (aggressive strategy), indicating strong internal capabilities and high external opportunities. Therefore, the recommended strategy is the SO (Strength–Opportunities) strategy, which focuses on leveraging strengths to seize opportunities. These strategies include improving product quality and uniqueness, optimizing strategic location to attract tourists, utilizing digital marketing, increasing production capacity, and taking advantage of government support programs for business development.