Analisis SWOT dan Business Model Canvas pada Usaha Ikan Asin Asinara untuk Meningkatkan Daya Saing

Salted fish MSMEs in Indonesia show signs of weakening market interest since 2022. ASINARA, a salted fish business on the coast of Kedung Cowek, Surabaya, has seen production volume drop from 200–250 kg to 40–80 kg per week amid conventional management. This study analyzes internal-external conditions using SWOT Analysis, maps the business model through the nine elements of the Business Model Canvas (BMC), and formulates a proposed development strategy to enhance competitiveness, using a descriptive qualitative method with primary data from observation and interviews with eight informants (the owner, two staff, five customers), analyzed via a normalized IFAS-EFAS Matrix, the Grand Strategy Matrix, the SWOT Matrix, and BMC. Results show the strength score (2.46) exceeds the weakness score (0.50), and the opportunity score (2.46) exceeds the threat score (0.50), placing ASINARA in Quadrant I at coordinate (1.96; 1.96), making an SO strategy the top priority with a score of 4.92. The business model remains conventional with local segmentation. The study proposes digital marketing, packaging improvement with legality, and product diversification, still untested against indicators such as sales growth and market reach before being concluded to restore competitiveness.