Main Article Content
This study aims to formulate alternative strategies that are suitable for the fishing community group in the
marine product processing industry to face industrial competition through SWOT analysis. This study uses a
descriptive qualitative research approach as an analytical tool and a SWOT analysis in order to process and produce a
strategy formulation. The results of this study indicate that using the SWOT analysis tool, what is obtained in the IE
matrix shows that the fishermen community group of the marine product processing industry which includes the
pindang fish industry, salted fish industry, petis industry, shrimp paste industry, shrimp cracker industry is in position
V, namely the growth strategy (Growth). Strategy). This strategy is designed to achieve a growth, in sales, assets and
profit. This can be achieved by lowering prices, increasing product quality, developing new products and increasing
access to a wider market. Several alternative strategies are shown in the SWOT matrix, namely: labeling or branding
products, expanding market networks, creating new products or replacing main ingredients with other ones,
developing human resources capabilities, increasing employee wages, strengthening quality by setting product
standards, optimizing promotions. and can cooperate with the local industry office, optimize promotions, create a
clean, safe, peaceful and beautiful environment.
The calculation results can be concluded that the strength factor is greater than the weakness factor and the
influence of the opportunity factor is greater than the threat factor. Therefore, the position of the fishing community
group in the marine product processing industry which includes the pindang fish industry, salted fish industry, petis
industry, shrimp paste industry and shrimp cracker industry is in quadrant I which means in an aggressive position.
Quadrant I is a very favorable situation. Companies have opportunities and strengths so they can take advantage of
opportunities. Strategies that support growth and development policies aggressively.
Keywords : Fishing community groups, Industry, Fisheries Industry and Industrial Development Strategy.