<![CDATA[This study aims to analyze internal and external factors and formulate a business development strategy for the "Naura" Spanish mackerel cracker business in Wonosari Village, Tanjung Morawa District, Deli Serdang Regency. A descriptive research method was employed, utilizing a SWOT analysis approach via IFAS and EFAS matrices. Data were collected through interviews, questionnaires, and observations, alongside secondary data related to the Naura business. The results indicate that internal factors yielded a strength score of 3.60 and a weakness score of 2.58, while external factors showed an opportunity score of 3.64 and a threat score of 2.90. Key strengths include the quality of Spanish mackerel raw materials, workforce skills, business capital, a loyal customer base, and product quality. Meanwhile, identified weaknesses include limitations regarding raw material availability, access to financing, promotion, social media utilization, production equipment, and marketing reach. The SWOT analysis places the business in Quadrant I with coordinates (1.02; 0.74), indicating that the appropriate approach is an SO (Strengths-Opportunities) strategy an aggressive growth strategy. Implementable strategies include enhancing social media promotion; expanding distribution channels to traditional markets, modern retail outlets, and e-commerce platforms; and pursuing product innovations such as low-oil and MSG-free crackers. These strategies are expected to expand market reach, increase sales, and strengthen the competitiveness of the Naura Spanish mackerel cracker business.]]>
