Analysis of Fish Marketing Strategy of Kopdit Angkara at Southeast Maluku regency.

Abstract

Capture fisheries production capability of high yield should be supported by a proper marketing strategy and the involvement of cooperative. This study aimed to: (1). Identify marketing strategies to market catch fish; (2). Analyze the factors that influence the income of fishermen; and (3). Formulate alternative marketing strategies in the business development process in order to play more important role in the future in Southeast Maluku regency. This study use a sample size of 100 fishermen, selected by nonprobability sampling the members and nonmembers of the Kopdit Angkara. Capital, number of crew, fishing experience, and mileage in the sail, better able to explain the monthly income of the fishermen with outboard motor fleet types, compared to a fleet of fishing boats without engine types. Number of crew in one ship and fishing experience has no significant effect on the income of fishermen fleet type boats without engines. While the fishermen with outboard motor fleet types, working capital and experience fisherman did not have a significant effect on the income of fishermen with outboard motor fleet types. SWOT analysis of Kopdit Angkara formulate a marketing strategy for optimizing the welfare of fishermen. Strategy undertaken by Kopdit Angkara in order to maintain the performance is to achieve market penetration of its product development strategy refinement. By way of optimizing human resource role to improve the marketing of products in the target markets, expand market share with a reliable distribution system and improve the product image in the community.