Development of Marketing Strategy for Delta Fishing

Soleh Hanafi Ihsan; Sudarmiatin Sudarmiatin

doi:10.55927/fjmr.v4i5.248

Authors

Soleh Hanafi Ihsan State University of Malang
Sudarmiatin Sudarmiatin State University of Malang

DOI:

https://doi.org/10.55927/fjmr.v4i5.248

Keywords:

Marketing strategy, SWOT, IFAS, EFAS, and QSPM

Abstract

The research objective is to identify and analyze the internal and external factors at Delta Fishing Angling Tourism in order to develop marketing strategies. The research methods used are SWOT Analysis and Quantitative Strategic Planning Matrix (QSPM). Based on the SWOT analysis, IFAS and EFAS matrices were formed, scoring 3,14 and 3,05, indicating that the restaurant is in quadrant 1 on the IE matrix. The SWOT matrix generated nine alternative strategies, which will be calculated using the QSPM matrix to make appropriate marketing strategy formulation decisions. Thus, the prioritization of strategies based on the analysis is to increase promotion through social media and encourage visitor involvement in creating testimonials, with a total STAS of 0,56.

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