DEVELOPMENT STRATEGY OF THE SABILULUNGAN SOREANG MODERN FISH MARKET, BANDUNG REGENCY

Fisheries and Marine Science

The Marine and fisheries sector is one of the resources-based industries sector that has a competitive advantage to drive the national economy, One of the programs to increase economic development in the fisheries sector is the development of the Modern Fish Market in Soreang District, Bandung Regency. This study was conducted from May to August 2022 at the Sabilulungan Soreang Modern Fish Market, Bandung Regency, West Java. The method used in this research is the case study method using qualitative with a descriptive approach. Data analysis was carried out by descriptively used Likert scale method to determine consumer preferences, internal factor evaluation matrix (IFE), external factor evaluation matrix (EFE), and SWOT analysis to formulate strategic directions for the development. The results showed that The Sabilulungan Modern Fish Market has strength in the form of a good management system with the highest score of 0.51 out of a total strength score of 1.76. The biggest weakness is that the work plan is not optimal with a score of 0.25 out of 0.74. The biggest opportunity is the advancement of information and communication technology with a score of 0.63 out of 2.10. The biggest threat is the commodity rising price which makes people's purchasing power decrease with a score of 0.21 out of 2.70. This proves that the market has not fully utilized advances in information and communication technology in carrying out market development. Utilizing technological advances in carrying out market management systems needs to be done to build the image of the Sabilulungan Modern Fish Market. Thus it can improve the marketing system and the satisfaction of merchants who sell and build consumer confidence in the Sabilulungan Modern Fish Market.

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