PROPOSED MARKETING STRATEGY FOR PROCESSED MILK FISH PRODUCTS IN SIDOARJO REGENCY (CASE STUDY: MILLENNIAL GENERATION INTEREST IN PROCESSED MILK FISH IN PRESTO TAMBAK, OTAK-OTAK AND SMOKED IN SIDOARJO REGENCY)

• Main Author: Merdekawati Utomo, Rolanda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70588
• Institution: Institut Teknologi Bandung

Boemi Bandeng Presto is a small business sells milkfish processed products in Sidoarjo Regency, established in 2016. The products include bandeng presto (pressure milkfish), otak-otak milkfish, and bandeng asap (smoked milkfish). The fans of otak-otak milkfish are also the least compared to other milkfish processed. The research would be used analytical management tools, such as Micro and Macro Analysis and VRIO, Marketing Mix 4Ps to identify the internal condition of the company for external company condition analysis would use Customer Analysis and Competitor Analysis. And also, for the end research would use Micro and Macro Analysis and SWOT Analysis. Collecting the data would be using Mix Methods, Quantitative will be by distributing questionnaires, and qualitative will do interviews with the owner and collect from second data. the Lack of human resources and Manpower is also a factor that affects the production of Boemi Milkfish Presto, not many employees have expertise in processing milkfish, also B2B marketing and digital marketing are not optimal. Then, external factors are low consumer interest in milkfish processed products and inflation causing the price of materials to increase. The problems will cause Boemi Bandeng Presto stagnation or bankruptcy if not solved right or improved. Marketing improvement is needed, expanding B2B (Business to Business) marketing can expand product sales of Boemi Bandeng Presto and make it easier for consumers to find products. Improvement Social media and Digital marketing Boemi Bandeng Presto should make a consumer more interested in their own milkfish processed products with improved social media content, education about milkfish processed products, and improved face of milkfish processed products (packaging and display). Improve digital marketing such as food delivery orders can increase the selling power of Boemi Bandeng Presto. This is supported by professional human resources and adequate manpower.