Analisis Dan Strategi Pengembangan Usaha Budidaya Pembesaran Ikan Lele (Clarias) Di Kelurahan Tebing Tinggi Okura Kecamatan Rumbai Pesisir Kota Pekanbaru

Catfish enlargement business is a continuation of the catfish breeding business with the aim that catfish can be sold in the form of ready for consumption. Catfish enlargement business is mostly done because the business has a fast turnaround of money and relatively good business profitability. Catfish enlargement production cycle is 75 days. Tebing Tinggi Okura Urban Village is a village that works for enlargement of catfish. This study aims to analyze (1) Entrepreneur Characteristics and Business Profile of Okura Jaya Farmers Group, (2) Business Analysis of Catfish Enlargement Business, Okura Jaya Farmer Group, (3) Business Development Strategy for Okura Jaya Farmers Catfish Enlargement Business Development. This research was carried out for 4 months starting from September 2019 - December 2019. The research method was a case survey of the catfish enlargement business of the jaya okura farmer group in Tebing Tinggi Okura Subdistrict, Rumbai Pesisir District, Pekanbaru City. Then the research was analyzed descriptively qualitatively and quantitatively through business analysis and business development strategy analysis using internal external analysis (IE) and SWOT analysis methods. The results showed that (1) the average productive age entrepreneur with an age of 38.28 years, the average length of education is 12 years or the equivalent of high school with an average length of experience of 13 years, the average number of dependents is 3 people. Catfish enlargement business of Jaya okura farmer group is included in small-scale business and household business, processing of catfish enlargement using traditional technology. (2) The results of the business analysis show that the average fixed cost is Rp. 782,212 / production process and the average variable cost is Rp. 43,875,000 / production process. The average production amount is 5,000 kg / production process with a selling price of Rp.15,500 / kg. the average gross income of the business is Rp. 77,500,000 / production process and average net operating income of Rp. 32,842,788 / farmer / production process. RCR value of 1.74, which means this business is feasible. (3) Based on the I-E matrix the catfish enlargement effort is in quadrant position I shows the catfish enlargement effort is in a favorable situation from internal and external factors. Based on the SWOT analysis made a strategy for the long-term goal of encouraging entrepreneurs to increase production areas and conduct business processing of catfish derivative products such as catfish crackers, catfish salads and shredded catfis