Strayegi Pengembangan Usaha Abon Ikan Nandika Food Di Kota Palu

Nandika Food is a business entity in the fishery product processing sector that produces shredded fish (abon ikan). The business, led by Mrs. Nanni Asidi, began operations in September 2021. This study aims to formulate a business development strategy for shredded fish products at Nandika Food, located in Palu City. Data collection was carried out in September 2025 at the business address on Jalan Jambu, Palu City. The approach used was descriptive qualitative with SWOT analysis as the analytical instrument. Respondents were selected using purposive sampling, comprising the business owner, staff employees, relevant government agencies, and customers. Data collection techniques included direct observation, in-depth interviews, document recording, and literature review. The research findings show that personal capital is the most dominant internal strength factor, achieving a score of 0.776, while the non-strategic business location is the greatest internal weakness, with a score of 0.637. From the external perspective, government support represents the highest opportunity with a score of 0.768, and the presence of competitors constitutes the primary threat with a score of 0.704. Based on the SWOT mapping, the coordinate point (0.79; 0.75) was obtained, indicating that the business is positioned in Quadrant I, which signifies a growth-oriented strategy. This position reflects that the company has substantial strengths and opportunities, making the most appropriate strategy the SO strategy (utilizing strengths to seize opportunities). The recommended strategic measures include maintaining the unique flavor of the product, optimizing government support, improving the efficiency of capital utilization, and increasing production volume to keep pace with growing consumer demand. Keywords: SWOT, Development Strategy, fish floss, UMKM, Nandika Food.