STRATEGI DAN SISTEM PEMASARAN IKAN DI PANGKALAN PENDARATAN IKAN (PPI) BEBA KABUPATEN TAKALAR

Pendaratan Pendaratan Ikan (PPI) Beba is one of the most crowded Fish Port landing andfish market in Takalar Regency. The high trading volume and marketing of fish at PPI Beba hascaused the need for an assessment of marketing efficiency to determine the effectiveness of fishmarketing at the PPI Beba so that a Marketing Strategy can be arranged that is suitable with theconditions of fish marketing in the PPI Beba. This research was conducted from September toOctober 2018, using primary data and secondary data. The aim of this research are formulatingfish marketing strategies at the PPI Beba North Galesong District Takalar Regency. Data analysiswas carried out in several stages, namely by conducting namely by analyzing the margins anddistribution of marketing, analyzing marketing effectiveness and then conducting the S.W.O.Tanalysis method (Strengthen, Weakness, Opportunities, and Threats) show that marketing marginswere still more enjoyed by retailers and collectors than those received by fishermen. In addition,the analysis showed that the marketing efficiency of fish at PPI was still quite low. The results ofanalysis using the SWOT method show the marketing strategy of fisheries production at PPI It isnecessary to pay attention to faktors that are significant to the condition of the PPI, activation ofauction (TPI), develop marketing facilities and infrastructure, develop market access, modernizetools and fishing vessels, determine pricing, capital capabilities, knowledge of fishermen rangingfrom preproduction, processing to marketing to improve the welfare of fishermen.