Strategi Pengembangan Usaha Petis Ikan di Poklahsar Mandiri Desa Lebak Timur Kecamatan Pasean Kabupaten Pamekasan

  • Mulyadi Mulyadi Universitas Islam Madura
  • Sugiono Sugiono Universitas Islam Madura
  • Endang Tri Wahyurini Universitas Islam Madura
Keywords: Strategy, Business Development, Fish Petis, Poklahsar Mandiri


Poklahsar Mandiri is a group engaged in the processing of fishery products located in the East
Lebak Village, Pasean District, Pamekasan Regency. The products produced include fish
petis. The purpose of this study is to determine the internal factors (IFAS) and external factors
(EFAS) and the strategy of developing of fish business Poklahsar Mandiri. The method used
in this research is descriptive analytical research method using SWOT analysis. Observations
and interviews are applied to solve the problems that exist in the group to determine business
development strategies on fish petis products by using IFAS & EFAS analysis to find out what
are the strengths and weaknesses of the group as well as opportunities and threats that must
be faced by Poklahsar Mandiri followed by analysis of the Space Matrix IE to get alternative
strategies that are more specific. The results of the study show that the Poklahsar Mandiri fish
petis business has great strengths and opportunities and so its position in Quadrant I or
aggressive strategy, the strategy uses strength of the group’s to take advantage of existing
opportunities by expanding distribution and marketing networks and developing products
through improving the quality of packaging so that more ergonomic and practical.