1314 STRATEGI PEMASARAN UDANG VANAME PADA TAMBAK INTENSIF PT. JATAYU PUTRA DEWATA KOLAKA-SULAWESI TENGGARA

ABSTRACTAHMAD IKSAN, 2122050003. Marketing Strategy of VanameShrimp in Intensive Ponds of PT. Jatayu Putra Dewata Kolaka-Southeast Sulawesi, supervised by Sulkifli and Andi RusdiWalinono.This research was conducted to evaluate the strengths,weaknesses, opportunities and threats in marketing vanameshrimp at PT Jatayu Putra Dewata and to understand themarketing strategy for vaname shrimp at the company. Themethod used in this research is qualitative by collecting datathrough observation, interviews and documentation. The dataanalysis techniques applied are IFAS analysis, EFAS analysis, andSWOT matrix. The findings from this research show that the IFASscore for strengths reached 3.30 while the internal weaknessesscore was only 3.11. On the other hand, the EFAS value foropportunities is 3.30 and for threats is 2.56, indicating thatstrengths and opportunities have a higher value compared toweaknesses and threats. The results of the SWOT matrix analysisconcluded that the alternative strategy that best suited theconditions of internal and external environmental factors inmarketing white shrimp at PT Jatayu Putra Dewata was the SO(Strength-Opportunity) strategy with an alternative strategyscore of 6.60Keywords: Whiteleg Shrimp, Marketing Strategy