OPTIMALISASI TARGET PASAR DAN DIVERSIFIKASI PRODUK UNTUK MENINGKATKAN DAYA SAING IKAN BANDENG DI KABUPATEN BARRU

Abstract

Program pengabdian kepada masyarakat ini bertujuan untuk meningkatkan daya saing produk ikan bandeng di Kabupaten Barru melalui strategi optimalisasi target pasar dan diversifikasi produk. Permasalahan utama yang dihadapi mitra adalah terbatasnya akses pasar, rendahnya inovasi produk olahan, dan kurangnya keterampilan manajerial serta pemasaran. Solusi yang ditawarkan meliputi pelatihan pengolahan ikan bandeng menjadi produk bernilai tambah seperti bandeng presto, bandeng tanpa tulang, abon tulang, dan nugget, serta pelatihan digital marketing dan pengemasan produk. Hasil kegiatan menunjukkan peningkatan keterampilan mitra, diversifikasi produk yang siap dipasarkan, serta peningkatan pendapatan. Program ini diharapkan mampu mendorong kemandirian usaha dan keberlanjutan ekonomi masyarakat pesisir.   

Kata kunci: Ikan Bandeng, diversifikasi produk, pemasaran, pemberdayaan masyarakat.

ABSTRACT

This community service program aims to enhance the competitiveness of milkfish products in Barru Regency through market targeting optimization strategies and product diversification. The main challenges faced by the partners include limited market access, low innovation in processed products, and a lack of managerial and marketing skills. The proposed solutions consist of training in processing milkfish into value-added products such as bandeng presto (pressure-cooked milkfish), boneless milkfish, bone floss, and nuggets, as well as training in digital marketing and product packaging. The results of the program show improved skills among partners, diversified products ready for market, and increased income. This program is expected to foster business independence and support the sustainable economy of coastal communities.

Keywords: Milkfish (Chanos chanos), product diversification, marketing, coastal community empowerment.