Strategic planning for the sustainable development of the cultured pacific oyster (Magallana gigas) in Baja California, Mexico: A quantitative approach based on SWOT analysis

Oyster farming is a key component of Mexico’s socioeconomic development, particularly in Baja California. It represents a productive model that balances economic growth with environmental sustainability—an essential goal amid ongoing climate change challenges. This study presents the first application of a SWOT analysis to assess the challenges and opportunities for the sustainable development of oyster farming in northwestern Mexico. Using both secondary sources (an exploratory literature review) and primary sources (interviews and workshops with experts and company decision-makers), this research evaluates the operational status of Ostrícola Nautilus S. de R.L. de C.V., a pioneer oyster farming company with over 40 years of experience. Ten strengths, nine weaknesses, ten opportunities, and seven threats were identified and categorized within a SWOT matrix. The analysis revealed that the company is strong but faces significant external threats, placing it within the “risk” quadrant (average score = 2.62). The study concludes that a continuous improvement strategy is necessary, emphasizing green technology, green recruitment, green rewards, green bonds, production, traceability, infrastructure, and workforce training. The findings provide a strategic planning baseline for the company and contribute to the broader development of oyster farming in Mexico.