STRATEGI PEMASARAN FILLET IKAN PATIN DI KABUPATEN KAMPAR PROVINSI RIAU (STUDI KASUS CV. GRAHA PRATAMA FISH)

HAKIM, FAJRYAN (2019) STRATEGI PEMASARAN FILLET IKAN PATIN DI KABUPATEN KAMPAR PROVINSI RIAU (STUDI KASUS CV. GRAHA PRATAMA FISH). Diploma thesis, Universitas Islam Riau.

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Abstract

Processed business is a business that is very well developed because it can provide added value and can overcome labor problems if the business is well managed. This study aims to analyze: 1) Business profile. 2) Processing techniques for catfish fillets. 3) Internal and external environment that influence the marketing of catfish fillets and the marketing strategy of catfish fillets. 4) The priority of the marketing strategy for catfish fillets. This research was conducted in the village of Koto Mesjid District XII Koto Kampar Kampar Regency, Riau Province for 6 months starting from July to December 2019. This research used a case study method in the CV business. Graha Pratama Fish. Six respondents were taken by census. The data used in this study consisted of primary data and secondary data. The results showed the business of catfish fillets CV. Graha Pratama Fish was established in 2002 with a workforce of 6 including employers. The results of the SWOT matrix analysis show that business is in quadrant I, namely the SO strategy (strength and opportunities), this strategy shows that the situation is very beneficial for entrepreneurs by increasing sales volume by utilizing investors with a STAS value of 5,280.

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