| dc.description.abstract | Processing and reliance on raw materials remain major challenges in enhancing
the competitiveness of marine fishery export products. On the other hand, the
growing demand for international quality standards, advancements in food
Technology, and exchange rate dynamics present strategic opportunities that must
be maximized. This study aims to analyze the internal and external factors
influencing the export enhancement strategy of PT. Gemilang Lautan Sumatera
through a combined SWOT (Strengths, Weaknesses, Opportunities, Threats) and
PESTEL (Political, Economic, Social, Technological, Environmental, Legal)
approach. The research adopts a qualitative case study method, with data
collection techniques including interviews, documentation, and direct observation.
The analysis reveals that the company’s main strengths lie in its research potential
and strategic logistics access, while weaknesses include technological inefficiency
and the quality of human resources. The PESTEL factors highlight that regulatory
challenges in exports and the need for modern equipment financing are critical
issues, while opportunities arise from stable trade policies and increasing
consumer awareness of high-quality seafood products. The main strategy
recommended is to enhance Technology and strengthen human resource capacity
through research-based initiatives and partnerships, in order to overcome internal
weaknesses and respond to external pressures. This combination of strategies is
projected to strengthen PT. Gemilang Lautan Sumatera’s position in the global
export market in a sustainable manner. | en_US |
