MAMUJU, West Sulawesi — Amplang, a traditional fish-based snack from Mamuju, has significant opportunities to expand beyond its local market through stronger digital marketing, tourism distribution, and product branding. The finding comes from Selvi, Femiliani Novitasari, and Dewi Febriani Hamjan of the Department of Fishery Product Technology, Faculty of Fisheries and Marine Sciences, Muhammadiyah University of Mamuju. Their research, published in the International Journal of Finance and Business Management (IJFBM) in 2026, examines the marketing strategy of milkfish amplang produced by PT Ahar Sentosa in Mamuju Regency.
The research places PT Ahar Sentosa in a strong strategic position. An analysis of the company's internal and external conditions produced an IFAS score of 2.80 and an EFAS score of 2.80, with both factors showing a +1.40 difference between strengths and weaknesses and between opportunities and threats. These results place the business in Quadrant I, associated with an aggressive or growth-oriented strategy.
The position means PT Ahar Sentosa has a strong internal foundation while also facing substantial opportunities to expand its market.
Amplang as a Local Value-Added Fishery Product
West Sulawesi has extensive marine and fisheries resources, with a coastline of about 617.5 kilometers and reported capture fisheries potential of around 1.02 million tons per year. Turning fish into processed products such as amplang provides a way to increase the economic value of fisheries commodities while extending their shelf life.
Amplang is a cracker-like processed fish product commonly made from fish, tapioca flour, eggs, sugar, oil, and seasonings. Beyond being a snack, it can serve as a regional specialty and souvenir.
PT Ahar Sentosa was established in 2012 and developed its milkfish amplang as its flagship product. The company also produces other processed foods, including banana chips, sambal penja, and penja kremes. Its amplang is currently available in original and balado flavors, with the original variant attracting a larger customer base.
Research Conducted in Mamuju
The research was carried out from January to February 2026 at PT Ahar Sentosa in Mamuju Regency, West Sulawesi.
The researchers used a qualitative descriptive approach. Primary information came from in-depth interviews with the business owner and a production employee. Additional information was obtained from company sales records, production data, observations, questionnaires, photographs, and relevant literature. The researchers also compared information from different sources and methods to strengthen the consistency of the findings.
The marketing analysis combined the familiar 4P framework — product, price, place, and promotion — with SWOT analysis. The SWOT approach examined the company's strengths, weaknesses, opportunities, and threats before combining the results into an IFAS-EFAS matrix.
Product Quality and BPOM Certification Stand Out
The analysis identified several important strengths behind PT Ahar Sentosa's marketing position.
The strongest internal factors were:
- Fresh raw materials, with a score of 0.60.
- BPOM certification, also with a score of 0.60.
- Modern and hygienic packaging, with a score of 0.30.
- Competitive pricing, with a score of 0.30.
- A long business track record, also scoring 0.30.
Fresh fish is particularly important because Mamuju is a coastal region with access to fisheries resources. Meanwhile, BPOM certification strengthens product legality and can help build consumer confidence, particularly in tourism and souvenir markets.
The company has also upgraded its packaging from conventional plastic to aluminum foil. According to the article, the packaging helps protect the product from moisture and external contamination while also improving its visual appeal.
The selling price starts at Rp15,000 per unit, using a cost-plus pricing approach that considers production costs, packaging, profit margins, and consumer purchasing power in West Sulawesi.
Tourism and E-Commerce Offer Major Opportunities
The external analysis identified two particularly strong opportunities: the relatively limited number of amplang competitors in Mamuju and the potential of the tourism and souvenir market.
Both factors received a score of 0.60, the highest among the external opportunities examined. The growth of e-commerce, rising consumer awareness of local food products, and participation in national SME exhibitions were also identified as important opportunities.
The researchers argue that Mamuju's tourism market could provide an important pathway for amplang to become a recognizable local souvenir.
At the same time, digital commerce offers a way to reach consumers beyond Mamuju. PT Ahar Sentosa currently uses Facebook and WhatsApp for online marketing, while the research recommends expanding to platforms such as Shopee, Tokopedia, and TikTok Shop.
The company also uses short-form video content to promote its products and participates in SME exhibitions at local and national levels. According to the research, promotional activity has been followed by an increase in buyers.
Distribution Remains a Key Challenge
Despite its strengths, PT Ahar Sentosa still faces several challenges.
The most critical internal weakness identified by the analysis is poor road infrastructure, which received a score of 0.10. Damaged or inadequate roads can increase transportation costs and raise the risk of physical damage to amplang during long-distance delivery.
Other weaknesses include limited digital platforms, weather sensitivity of the product, and a market that remains concentrated in Mamuju.
The research also identifies competition from modern snack products, amplang from other regions, fluctuations in fish prices, and distribution infrastructure as external threats.
Recommended Strategy: Build on Existing Strengths
Based on the SWOT analysis, the researchers recommend an SO strategy, meaning the company should use its existing strengths to take advantage of available opportunities.
Among the recommended actions are:
- Use fresh raw materials and BPOM certification to strengthen the product's position in tourism and souvenir markets.
- Use modern packaging and competitive pricing to enter major e-commerce platforms.
- Build a stronger local brand by combining the company's business experience with its relatively limited local competition.
- Expand digital marketing beyond Facebook and WhatsApp.
- Participate more actively in national SME exhibitions.
- Develop retail or consignment outlets in tourism and souvenir centers.
The researchers' analysis therefore points to a clear direction: PT Ahar Sentosa can pursue growth by combining product quality, legal certification, competitive pricing, digital marketing, and tourism-based distribution.
Implications for Fisheries-Based MSMEs
The findings extend beyond one company. The researchers suggest that the strategy can provide a reference for fisheries MSMEs in West Sulawesi seeking to improve the competitiveness of locally processed products in regional and national markets.
However, the authors also acknowledge that the findings are specific to PT Ahar Sentosa. The research involved only two key informants and did not include consumer-side data such as purchasing preferences, satisfaction, or perceptions. The results therefore should not automatically be generalized to all amplang producers or fisheries MSMEs.
Author Profiles
Selvi
Department of Fishery Product Technology, Faculty of Fisheries and Marine Sciences, Muhammadiyah University of Mamuju. Her contribution focuses on the analysis of marketing strategies for PT Ahar Sentosa's amplang products.
Femiliani Novitasari
Department of Fishery Product Technology, Faculty of Fisheries and Marine Sciences, Muhammadiyah University of Mamuju. She is listed as the corresponding author of the article.
Dewi Febriani Hamjan
Department of Fishery Product Technology, Faculty of Fisheries and Marine Sciences, Muhammadiyah University of Mamuju. Her work in the article contributes to the analysis of marketing strategy and the development of processed fishery products.
Research Source
Article Title: Analysis of The Marketing Strategy for Amplang Products at PT Ahar Sentosa in Mamuju Regency
Authors: Selvi, Femiliani Novitasari, and Dewi Febriani Hamjan
Affiliation: Department of Fishery Product Technology, Faculty of Fisheries and Marine Sciences, Muhammadiyah University of Mamuju
Journal: International Journal of Finance and Business Management (IJFBM)
Publication Year: 2026
Volume: 4, No. 3
Official Journal: International Journal of Finance and Business Management (IJFBM)
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