Strategi Pengembangan Produk Abon Ikan Tuna Pada CV, Raja Bawang Di Kota Palu

This study aims to determine what development strategy will be developed in shredded tuna products at CV. Raja Bawang. This research was carried out on CV. Raja Bawang in Palu City. The location of the study was determined intentionally (purposive), namely in the CV industry. Raja Bawang is located on Jl. Abdurahman Saleh No. 33 South Birobuli Village, South Palu District, Palu City. This research was conducted in August-November 2022. The respondents in this study were cv leaders, employees CV. Raja Bawang, customer,competitor and ministry of commerce and industry in Palu City. The data gathered were analyzed by using SWOT analysis. The research results show that there were two marketing faktors of the shredded tuna at CV. Raja Bawang, namely internal and external faktors. The internal faktor had a total value 1,96 in which the strength score was 1,37 and the weakness score was 0,59. it shows that the strength faktor owned was higher than the weakness one. The external faktor, on the other hand, had a total value 1,93 in which the opportunity score was 1,38 and the threat score was 0,55. It shows that the opportunity score was higher than the threat one. In conclusion, the alternative strategies used for marketing strategy the shredded Tuna at CV. Raja Bawang was based on the SO strategies in which the shredded chicken at CV. Raja Bawang used its strength to take advanced of its opportunity.