System Analysis and Marketing Strategy Grouper (Ephinephelus SPP) by Fishermen at Base Fish Landing (PPI) Oeba, Lama City District Kupang City

This study aims (1) to determine the marketing system of grouper (Ephinephelus spp) at PPI Oeba, Kota Lama District, Kupang City. (2) To find out the marketing strategy of grouper (Ephinephelus spp) carried out by fishermen and grouper traders at PPI Oeba, Kota Lama District, Kupang City. The method used in this study is a qualitative research method using SWOT analysis. The population in this study were fishermen, collectors, retailers at PPI Oeba, Kota Lama District, Kupang City. The results of the research show (1) The grouper marketing system uses two marketing channels, namely marketing channel I where fishermen sell to consumer retailers and marketing channel II fishermen sell to consumer retailers. (2) The strategy applied to the PPI Oeba Landing Place, Fatubesi Sub-district, Kota Lama District is a Strength and Opportunity strategy. The Strength and Opportunity Strategy is an aggressive, growth-oriented strategy. Strategy is a very profitable strategy. The grouper marketing landing site has the power to take advantage of existing opportunities. From the results of this study, it is recommended to expand the grouper marketing network so that grouper fish that have good quality can grow more rapidly and can be consumed by both the lower class, middle class, and upper middle class equally to consume grouper which has high nutritional value