Strategi Pengembangan Usaha Budidaya Ikan Hias Air Tawar Pada Kelompok Batara Mina Sejahtera di Kota Bogor

Abstract

Ornamental fish is a fish that has a variety of shades and colorsthat of each type is different and having an his own appeal. The physical form of ornamental fish depends on type of fish, form of like an arrow and the flag. One group of ornamental fish farmers in Bogor is Batara Ornamental Fish Business Group located in Mina Prosperous Ciluar, Bogor City. Of eight ar freshwater ornamental fish farmers, Ornamental Fish Business Group Batara Mina Prosperity is a group of farmers who focus on seed production of freshwater fish Batara Mina Sejahtera Group Of Agriculture that have a variety problem in demand increase, minim capability a management, and competition is fierce. The purpose of this study is to vii formulate and prioritize the best strategy to Batara Mina Sejahtera Group Of Agriculture to expand its business. The results of the Internal Factor Evaluation and matrix External Factor Evaluation matrix of 2.730 and 3.098 puts the company in the quadrant II with the position growth strategy. Appropriate strategy for these positions are market penetration, market development, and product development. Strenght Weakness Oppotunity Treat analysis produced six alternative strategies that increase production, enhance fish spesies, increase financial, promotion, increase segment market, and conntrol increase production. The results of Quantitatif Strategic Planning Matrix determined that the most important strategies to be applied to Batara Mina Sejahtera Group Of Agriculture is in increase capital with a total value of 5.339 appeal.