Keys success factor in innovation development for fish product export oriented in fishery industry Central Java Province

Abstract

The innovation of fish product development will increase the added value of the product so that the product will have a competitive advantage and become a market leader. Innovation will bring an impression as a new product so that consumers will look for it. The strategy to increase exports of fish products through product development innovations is expected to maintain the existing market and continue to increase its coverage. The aim of the study was to conduct an innovation analysis of the development of e-export oriented fish products with assessment variables including: Innovation, inhibiting factors and supporters using the 4P approach (Product, Place, Price, Promotion), FCP (Five Competitive Forces) and VRIO (Value, Rareness, Imitational, Organizational). The analytical method was used the Composite Performance Index (CPI), which is the merging of the weight values then ranking. Analysis the decision-making system is based on an assessment by experts in this case the stakeholders of export of fish products. Decision-making systems based on innovation parameters (weighting criteria 0.4), supporting factors (weighting criteria 0.3) and inhibitors (weighting criteria 0.3). The highest score that becomes the first level that determines the success of export-oriented fish products exports on the elements specified in the study are elements of 4P, FC F and VRIO, each of which is 'promotion' (score 131.5), 'customer control' (score 116.8) and 'value' (score 113.8).