VALUE-ADDED ANALYSIS AND MARKETING OF CATFISH FILLETS: A CASE STUDY IN CV. FISH EXPRESS BANDUNG

Fisheries

This study aims to analyze the added value and marketing of catfish fillet products on the CV. FishExpress. The method used in this study is a case study. This study used primary data and secondary data. Pimary data are obtained directly through observation of the processing unit and product marketing area, and interviews with company owners and their workforce. Secondary data are obtained based on previous research libraries or reports. Value-added analysis using Hayami Method. Marketing analysis is carried out by discriminators by observing marketing activities carried out by the CV. Fish Express. Observations are made on market segmentation, competitors, pricing, and promotion. Based on the results of the study, it was obtained that the added value of catfish is processed into catfish fillets by CV. Fish Express is 111,400 IDR/kg. Its value-added ratio is 74%. The market segmentation of the product "Fish Express catfish filet" is demographic segmentation. Identified competitors are rival and substitution competitors. The pricing method of the product "Fish Express catfish filet" is based on Cost-plus Pricing. The promotion carried out is through online media using the Instagram application.

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