Abstract:
During the Covid-19 pandemic spread to Indonesia, most of industries were struggling to
survive. However, it did not happen to Small Medium Industry (SME), especially in service
industry like selling ornamental fish. During Covid-19 many people do their hobbies to look
after ornamental fish, one of the most popular is Chana fish. The objectives of this research are
to identify the internal and exteranl factors that hindered the business to grow and to devise
strategies tom improve their performance. The company under study is an SMEs selling fish
thru offline and online store. Based on initial survey, the company having problems in planning,
executing and internal controlling of their operations, as a result the company lost opportunities
as well as loss of making profit. This research was conducted using qualitative methods by
conducting interviews and field observations, business process operations. The data collected
then analyze using SWOT (Strengths Weaknesses Opportunities and Threats). The results of
this research were developing strategies to improve the business. Among the strategies need
to develop are creating standard operating procedures (SOP) in business process operations; 2)
A Management information systems (MIS); 3) Improve the competence of existing employees;
4) Improve marketing strategies; 5) Select reliable & competitive suppliers, and open a nursery
for breeding fish; 6) Business diversification; 7) Maintaining good after sales services; 8)
Maintaining the availability for stable electricity and 9) Increase the security of sales locations.
