ANALISIS SWOT DALAM MENGESTIMASI STRATEGI PEMASARAN UDANG VANAME (Litopenaeus vannamei) DI DESA MENDOGO, KECAMATAN GLAGAH, KABUPATEN LAMONGAN, JAWA TIMUR (SWOT Analysis in Estimating The Marketing Strategy For Vannamei Shrimp (Litopenaeus vannamei) in Mendogo Village, Glagah District, Lamongan Regency, East Java)

Abstract

The marketing process carried out by Vannamei shrimp farmers in Mendogo Village consists solely of selling their shrimp to local collectors within the village. The purpose of this study is to analyze marketing strategies to increase the added value of Vannamei shrimp produced by farmers in Mendogo Village, Glagah District, Lamongan Regency. This research employs a descriptive quantitative method. Data were collected from informants as primary and secondary sources through interviews, observations, and documentation relevant to the study. The data analysis technique used is SWOT analysis, which involves strategy formulation through the stages of data collection (evaluation of external and internal factors), analysis (SWOT Matrix), and decision-making. The results of the study indicate that the SO (Strengths-Opportunities) strategy is highly effective in enhancing the added value of Vannamei shrimp in Mendogo Village by utilizing farmers' strengths, such as product quality and market relationships, to seize opportunities. The focus includes improving product quality, maintaining environmental cleanliness, and implementing appropriate marketing strategies to strengthen competitiveness in the market.

Keywords: Marketing Strategy, Vannamei, SWOT Analysis, Lamongan