Abstract

Squid is one of the leading fishery commodities in Tegal City with quite large export potential which has an important role in contributing to the Indonesian economy. This study aims to analyze the development of squid exports in Tegal City and analyze the marketing strategies carried out by squid export companies in Tegal City. This study was conducted in May-December 2023 at the squid export company in Tegal City. Respondents in this study were 10 people using purposive sampling. Data collection methods using interviews, observations and questionnaires. Data analysis using SWOT analysis and QSPM analysis. SWOT analysis to formulate marketing strategies and QSPM analysis to produce priority strategies in squid export marketing. The results of this study show that the volume of squid exports in Tegal City from 2018 to 2022 tends to fluctuate. This fluctuation is influenced by the squid fishing season, market needs and government policies regarding the prohibition of cantrang fishing gear in Tegal City. The SWOT Analysis Cartesian diagram shows that the position of the diagram is in the second quadrant or diversification strategy (positive-positive) meaning that the strategy used is the Strengths-Opportunities (S-O) strategy also known as an aggressive strategy, where this position is a profitable situation.