Analysis of Marketing Strategies to Increase the Volume of Mangrove Crab (Scylla Serrata) Export Sales at Pt Yoi Seafood Indonesia

Abstract International trade is one of the important aspects in the economy of every country. In the era of globalization, international trade has become a necessity for every country that wants to develop, especially Indonesia. This research aims to analyze effective marketing strategies to increase the volume of mangrove crab export sales. This research uses a descriptive method with a qualitative approach. The data collection techniques used were observation, interviews, and documentation. The data analysis technique used is SWOT analysis (opportunities, threats, strengths and weaknesses) with a matrix, IFAS, EFAS, IE and SWOT matrix. The results of this study indicate that PT Yoi Seafood Indonesia has implemented a 4P marketing mix strategy (product, price, place, promotion) in its company. Through SWOT Analysis, it is known that the strength of the company lies in the quality of the superior product of Kalimantan crab, while the weakness of the company lies in seasonal factors, the company's opportunity is the opening of an international free market, while the company's threat is competition with other countries such as Vietnam, Malaysia and Thailand. Keywords: Marketing Strategy, Sales Volume, Export, Mangrove Crab