FISHERY PRODUCT MARKETING STRATEGY AT ANWARUDDIN VOCATIONAL SCHOOL, GALIS VILLAGE, GILIGENTING DISTRICT, SUMENEP REGENCY

A Good marketing strategy greatly contributes to the running of a business, including the marketing of fishery products at Anwaruddin Vocational School, Galis Village, Giligenting District, Sumenep Regency. This study aims to determine the marketing strategy for fishery products at Anwaruddin Vocational High School and to identify and analyze internal and external factors so as to formulate an appropriate marketing strategy for Anwaruddin Vocational High School fishery products. The research method uses qualitative methods. Methods of data collection using observation, interviews and documentation. Methods of data analysis using word reduction method, descriptive method and SWOT analysis. The results of the study show that the strategy implemented by SMK Anwaruddin is a marketing mix. Based on the results of IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) it shows that the position of fishery products at SMK Anwaruddin is in quadrant I, meaning that the product has great opportunities and strengths. The strategy that must be taken is to support an aggressive growth policy (Growth oriented strategy), namely the S-O (Strenght-Opportunnities) strategy of conducting partnerships with Beach 9 tourism, maintaining affordable product prices and quality products.