Competitive Strategy of Shredded Fish Business in Abonindi Kendari

Abonindi is one of the businesses that process fish into shredded fish. Making relatively easy, so sliced can be processed on a small business scale—the potential results in actors working identical product type market. Still, Abonindi's does not affect number competitors at producer-actor level. This makes researchers want to know how competitive strategy doing business. So this study aims determine internal and external factors formulate plan applied research was conducted Benu-Benua Village, West Kendari District, City, from July 2021 October 2022. used descriptive analysis SWOT analysis. The method case variables for consist identity respondents, including age, education level, experience, family dependents. Internal include strengths weaknesses, opportunities threats. Based shows (a) factors, consisting three strength namely own capital, adequate production technology good use promotional media, two weak prices which are high compared competitors, or variant still small. (b) opportunity existence support government, strategic marketing locations, expanding market demand, four threat fluctuating raw material costs, many similar businesses, uncertain climatic conditions, nature perishable materials. results, quadrant I (one), SO (Strengths – Opportunities). uses take advantage opportunities. utilise media products, with an demand increase expand need