This research aims to discover: 1) the problems in the marketing of mutiara catfish in Compost and Maggot Bakung Lancar Pokdakan (fish farming group), Linggasari village, Kembaran sub-district, Banyumas regency, 2) the internal and external factors affecting the marketing of the fish, 3) the marketing strategy done by the farmers, and 4) the priorities of the marketing strategy applied. The method of this research was descriptive qualitative with primary and secondary data, while the sampling technique was census by taking samples from 16 pokdakan members to be the respondents. The results showed: 1) the problems of the fish marketing based on the SWOT analysis were it did not use promotion media, the growing process of the fish was limited, the growth of the fish was prolonged, instability, unfavourable weather, pests and diseases, and the delivery was quite delayed during the pandemic, 2) the analysis of IFE factor with the total score of 3.016 and EFE factor with the total score of 2.981, 3) the marketing strategy based on the SWOT matrix had eight alternative strategies derived from collaborating the internal and external factors by combining S-O, W-O, S-T, and W-T to find the alternative strategy solution, 4) the alternative strategies were: setting the standard price of close and remote marketing, harvesting in order to be able to cultivate again to reach the adequate amount of production, and controlling the pests and diseases according to the SOP (Standard Operating Procedure) based on the type of the pests and diseases attacking the fish and the fish pond.