Strategy for Development Small and Medium Enterprises Otak-Otak of Milkfish Based on Regional Potential in Gresik Regency, Indonesia

Small and medium enterprises (SMEs) otak-otak of milkfish have an important role as one of the drivers of the economy of Gresik Regency, because it can help in the absorption of labor and poverty alleviation efforts. On the other side, small and medium enterprises (SMEs) otak-otak of milkfish in Gresik Regency have many problems faced, such as: capital, marketing, the product cannot last long, the production process is still manual. The purpose of this research was to identify the characteristics otak-otak of milkfish in Gresik Regency in order to find out the actual description or condition faced by these SME entrepreneurs. After getting an overview or actual condition, an analysis of the internal and external environmental conditions otak-otak of milkfish and the selection of several alternative development strategies are carried out. The strategy used in developing SMEs otak-otak of milkfish is by conducting market penetration, market development, and product development. Keywords- SMEs, IFE Matrix, EFE Matrix, IE Matrix, SWOT