QUALITY MANAGEMENT AND INTERNATIONAL QUALITY STANDARDS AS A MARKETING STRATEGY FOR EXPORTING FROZEN SQUID (Sepia officinalis) AT PT. PERIKANAN INDONESIA

Abstract

This research was conducted at PT. Perikanan Indonesia Brondong Branch, Lamongan Regency, which is a state-owned enterprise in the fisheries sector and part of ID FOOD. The purpose of this activity is to understand the implementation of marketing management, particularly on frozen squid (Sepia officinalis) products. The research uses a descriptive method through observation, interviews, and direct participation in the field. The results show that the marketing strategy is carried out in a structured manner, including pricing, market segmentation, promotion, and product distribution. The squid (Sepia officinalis) product is processed in whole round form using blast freezing technology to maintain quality and meet export standards such as HACCP. Sales are conducted directly and through export partners, while distribution uses cold storage and refrigerated fleets to domestic and international markets. Challenges faced include limited storage capacity, exchange rate fluctuations, suboptimal branding, and logistics issues in product delivery. In addition, digital marketing has not been utilized to its full potential. This field work provides real understanding of the application of marketing management in the fisheries industry and the challenges faced in marketing products to the global market. The results are expected to provide input for companies in improving product efficiency and competitiveness, as well as for students as practical experience to face the workforce.