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Egyptian Journal of Aquatic Biology and Fisheries
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et al., G. (2025). Marketing Strategy of Processed Fishery Products at Otak-Otak Selaras Legendaris MSMEs in Bandung City, Indonesia. Egyptian Journal of Aquatic Biology and Fisheries, 29(4), 1987-2002. doi: 10.21608/ejabf.2025.444780
Gumilar et al.. "Marketing Strategy of Processed Fishery Products at Otak-Otak Selaras Legendaris MSMEs in Bandung City, Indonesia". Egyptian Journal of Aquatic Biology and Fisheries, 29, 4, 2025, 1987-2002. doi: 10.21608/ejabf.2025.444780
et al., G. (2025). 'Marketing Strategy of Processed Fishery Products at Otak-Otak Selaras Legendaris MSMEs in Bandung City, Indonesia', Egyptian Journal of Aquatic Biology and Fisheries, 29(4), pp. 1987-2002. doi: 10.21608/ejabf.2025.444780
et al., G. Marketing Strategy of Processed Fishery Products at Otak-Otak Selaras Legendaris MSMEs in Bandung City, Indonesia. Egyptian Journal of Aquatic Biology and Fisheries, 2025; 29(4): 1987-2002. doi: 10.21608/ejabf.2025.444780

Marketing Strategy of Processed Fishery Products at Otak-Otak Selaras Legendaris MSMEs in Bandung City, Indonesia

Article 109, Volume 29, Issue 4, July and August 2025, Page 1987-2002  XML PDF (327.55 K)
DOI: 10.21608/ejabf.2025.444780
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Author
Gumilar et al.
Abstract
Otak-otak Selaras Legendaris is a traditional culinary product from Bandung, made from processed fish, and has been established since 1964. With a legacy spanning nearly six decades, it has become a well-known fish-based delicacy among both local residents and tourists. This study aimed to assess the business feasibility and develop appropriate marketing strategies for the Otak-otak Selaras Legendaris MSME. A descriptive method with a case study approach was employed in this research. The findings indicate that the business is both viable and profitable, as reflected in the R/C ratio of 2.67. Based on the SWOT analysis, the business falls within the aggressive quadrant, indicating a growth-oriented strategy. Recommended strategies include enhancing production efficiency, strengthening digital marketing efforts, developing product variations, establishing partnerships with resellers, improving packaging appeal, and optimizing financial management. With the implementation of these strategies, this MSME holds strong potential to expand its reach to both national and international markets
Keywords
Otak-otak; Marketing strategy; MSME; Business feasibility analysis; SWOT analysis
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