Abstract :
Crackers mackerel is one of mackerel processed fish products which are
consumed by the public. Subdistrict Talango as local religious tourism (Travel "Asta
Yusuf and Ponjuk") has the potential of fishery abundant natural resources, it is very
suitable for developing a home business industry to be cracker mackerel mackerel
fish cracker products can be known until the exit Sumenep. During these businesses
in the area do not determine the right strategy for developing home industry, so it is
not known the extent to which the business is growing rapidly.
The purpose of this study to determine the development strategy of mackerel
fish chip home industry at UD. AYUDIRA KecamatanTalango Sumenep. Location
research done intentionally (purposive) in UD. AYUDIRA, District Talango,
Sumenep consideration because the company is one of the companies producing fish
crackers, mackerel and became one of the built development of SMEs in Sumenep
regency.
Methods of data analysis used in this research is SWOT analysis. Matrix
Analysis SWOT (Strenghts-Weaknesses-opprtunities-Threats), also known as a
TOWS analysis is used in preparing the strategic factors of the company.
The results of the analysis conducted at UD. AYUDIRA Talango Village
District of Talango result that the home industry development strategy analysis
crackers mackerel of the SWOT analysis is known that the home business industry
crackers mackerel in the Village District of Talango Talango internal environmental
factors of the most prominent force that product quality is assured with a score of
107.68. While the external environmental factors of highest skoryang opportunities
that their customers stay with a score of 100. Therefore, the product quality is assured
UD. AYUDIRA have the opportunity to produce more in crackers mackerel of
opportunity very good market opportunities with their regulars.
From the results of SWOT analysis conducted at UD. AYUDIRA indicate that
the home industry mackerel fish crackers Village Talango Talango District of
Sumenep is in quadrant III, Competitive Strategy, which the company must create a
force with quality assured products to address the threat that is owned by the
company.
Keywords: development strategy, SWOT, mackerel fish