Vaname Shrimp (Litopenaeus Vannamei) Export Marketing Strategy in South Sulawesi

Abstract

Vannamei shrimp (Litopenaeus vanname) is one of the most popular export fishery commodities in the world market. South Sulawesi, which is one of the exporting regions of vaname shrimp in Indonesia, has experienced an increase in exports in recent years, but is still experiencing several obstacles including the lack of raw materials for processing, unfulfilled regulations, and dependence on importing countries. This study aims to analyze marketing strategies and priority strategies that can be carried out for the export of vaname shrimp in the future. This research uses SWOT and QSPM analysis. The results showed that there are 12 vaname shrimp export marketing strategies that can be carried out in the future, where the priority strategies that can be carried out are expanding vaname shrimp market share, increasing the export quality of vaname shrimp to meet destination country regulations, increasing vaname shrimp production by utilizing aquaculture technology. to meet the supply of raw materials, to increase the value-added export vaname shrimp products, and to utilize the facilities and infrastructure from the government in carrying out export activities.