Strategi Pengembangan Bisnis Budidaya Ikan Lele Di Kolam Usaha Perikanan Rakyat

Abstract

Indonesian’s fisheries sector from year to year has been progress rapidly. There are two potential fishery resources is wild fishery and aquaculture. However, growth in aquaculture production is more significant than the increase fisheries production proves that greater opportunities for aquaculture and provided an opportunity for business development and very promising in the future. One form is the cultivation of commodity Sangkuriang. One of which is the cultivation of Sangkuriang’catfish is Usaha Perikanan Rakyat. Usaha Perikanan Rakyat faced problems to scaling up its business. So the fishery business people need the right strategy to overcome these problems. Based on the description above, the purpose of this study was (1) to identify internal factors of Usaha Perikanan Rakyat, (2) to identify the external factors of Usaha Perikanan Rakyat, and (3) the appropriate strategy for the People's adequate for Usaha Perikanan Rakyat. The analytical tool used in this study is a SWOT analysis, SWOT matrix, the IFAS matrix, and EFAS matrix Based on the results of research conducted found that internal environmental factors that influence the business development efforts of the People consists of factors Fisheries strengths and weaknesses . The power factor are (1) indirect marketing , (2) have the skills and expertise of cultivation , (3) large tracts of land , (4) easy to be cultivated , and (5) good quality seed . Weakness factor are (1)fish employers cannot determine their own prices , (2) does not have any employees , (3) limited capital , (4) have not been able to meet the market demand , and (5) low management skills . External environmental factors that influence the business development efforts of the factors comprising the People Fishing opportunities and threats. Chance factor is (1) close to the extra feed, (2) existence of government aid and private capital to develop small and medium enterprises, (3) a safe environment, (4) the advancement of science technology and information, (5) The demand for fish is increasing, (6) There has similar competitors, (7) Having a loyal customer, and (8) There is no replacement product. Threat factors are (1) The weather and climate, (2) Pests and diseases, (3) Increase the Main Feed, (4) presence of dependence on suppliers, and (5) competition among freshwater fish. Strategies that can be applied in fishery business people for business development in the future is SO strategy or aggressive strategy.