Strategy for The Development of The Fisheries Industry of Bawis Fish Chips (

The Bawis fish (Siganus canaliculatus) is a key catch in Bontang City, East Kalimantan, and closely linked to seagrass ecosystems. This study aims to identify internal and external factors and formulate development strategies for Citra Snack MSMEs. Conducted from February 2025 until March 2025 with purposive sampling of the owner, two employees, consumer and distributor, the research applied SWOT analysis. Results place Citra Snack in Quadrant I (aggressive strategy), showing strong growth potential by leveraging internal strengths and external opportunities. Recommended strategies include maximizing raw material quality and product innovation to meet high market demand, strengthening loyal customer bases and marketing networks, and enhancing product flavor and packaging with government support.