Mohammad Fakhrizal, Nazarudin Rosyadi (2026) Analisis SWOT dan BMC Pada Usaha Ikan Asin Asinara Untuk Meningkatkan Daya Saing. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
ABSTRACT ASINARA is a salted fish processing business located on the coast of Kedung Cowek, Surabaya, that is currently experiencing declining competitiveness due to a nationwide shift in market interest in salted fish products and its still conventional business management. The business's production volume has dropped sharply, from 200-250 kg per week during 2022-2024 to only 40-80 kg per week, amid limited marketing strategies, packaging that is not yet hygienic or attractive, and the absence of business legality in the form of a P-IRT permit and Halal certification. This study aims to analyze ASINARA's internal and external conditions through a SWOT Analysis approach, describe its business model based on the nine elements of the Business Model Canvas (BMC), identify weaknesses and development potential, and design a business development strategy to enhance the business's competitiveness. This research uses a descriptive qualitative method, with data collected through direct observation and interviews with the business owner and related parties, then analyzed using the IFAS-EFAS Matrix, SWOT Matrix, and BMC. The results show that the business's strengths (IFAS score of 2.50) far outweigh its weaknesses (0.50), while its opportunities (EFAS score of 2.50) also far outweigh its threats (0.50), placing ASINARA at coordinate point (2.00 ; 2.00) in Quadrant I of the Grand Strategy Matrix. This positions the business toward an SO (Strength-Opportunity) strategy, which scored highest at 5.00 compared to the WO (3.00), ST (3.00), and WT (1.00) strategies. The BMC analysis reveals that ASINARA's business model remains conventional, with market segmentation still centered on the local Surabaya area. The main weaknesses identified include production dependency on weather conditions, packaging that is not yet hygienic, and the lack of a P-IRT permit and Halal certification. The proposed business development strategy includes digitalizing marketing through marketplaces and social media, improving packaging alongside securing business legality, and diversifying products to reach new consumer segments. These three strategies are expected to help restore ASINARA's sales trend while sustainably improving the competitiveness of its salted fish business. Keywords: SWOT Analysis, Business Model Canvas, Competitiveness, Business Development Strategy, Salted Fish MSME
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services H Social Sciences > HF Commerce > HF5549 Personnel Management. Employment Management |
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| Divisions: | Faculty of Economic and Business > Department of Entrepreneurship | ||||||||
| Depositing User: | Mohammad Fakhrizal Nazarudin Rosyadi | ||||||||
| Date Deposited: | 02 Sep 2026 07:03 | ||||||||
| Last Modified: | 02 Sep 2026 07:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59844 |
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