Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)

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Marketing Strategy for Soft-Bone Tilapia Processed Products in Kelompok Wanita Tani (KWT) Dwi Tunggal

Authors
I Made Darma Oka1, *, I Nyoman Winia1, I Wayan Pugra1, I Ketut Sutapa2, Putu Widya Darmayanti1
1Tourism Department, Politeknik Negeri Bali, Bali, Indonesia
2Civil Engineering Department, Politeknik Negeri Bali, Bali, Indonesia
*Corresponding author. Email: madedarmaoka@pnb.ac.id
Corresponding Author
I Made Darma Oka
Available Online 14 November 2025.
DOI
10.2991/978-94-6463-882-0_61How to use a DOI?
Keywords
Marketing; Processed Products; Soft Bones; Strategy; Tilapia Fish
Abstract

The Kelompok Wanita Tani Dwi Tunggal (KWT) is a group of women farmers engaged in Tilapia processing. To maintain its survival and win in increasingly competitive markets, it must have a strategy to attract consumers to switch to its products. Data collection through observation, interviews, literature studies, and FGDs. The respondents used were 6 respondents with a random sampling method. Data analysis used a mixed method. The results of the study indicate that this group still carries out conventional marketing. In the future, it will be mandatory to use social media to reach a wider market. Priority strategies to be implemented are expanding the marketing network, maintaining quality, improving sales services, and collaborating with related agencies to obtain easier access to raw materials.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 November 2025
ISBN
978-94-6463-882-0
ISSN
2352-5398
DOI
10.2991/978-94-6463-882-0_61How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - I Made Darma Oka
AU  - I Nyoman Winia
AU  - I Wayan Pugra
AU  - I Ketut Sutapa
AU  - Putu Widya Darmayanti
PY  - 2025
DA  - 2025/11/14
TI  - Marketing Strategy for Soft-Bone Tilapia Processed Products in Kelompok Wanita Tani (KWT) Dwi Tunggal
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
PB  - Atlantis Press
SP  - 533
EP  - 542
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-882-0_61
DO  - 10.2991/978-94-6463-882-0_61
ID  - Oka2025
ER  -