Business Development Strategy of Marina Zone as a Supporting Unit of Home Port

Research Aim: This study aims to analyze the industry attractiveness, evaluate the competitive position, and determine the appropriate business development strategy of the Marina Zone as a supporting unit of the home port area. Design/Methods/Approach: This study employs a quantitative strategic analysis approach using Porter’s Five Forces to measure industry attractiveness, Competitive Profile Matrix (CPM) to assess business strength, and McKinsey Matrix to determine strategic positioning. Data were collected through expert judgment involving key stakeholders and supported by secondary data. Research Finding: The results show that the marina industry has a moderate level of attractiveness with a score of 2.27 obtained from the porter’s five forces analysis. The CPM analysis indicates that the Marina Zone has strong business strength with a score of 3.87, higher than its competitors (3.23). Based on the McKinsey Matrix, the Marina Zone is positioned in the Medium Industry Attractiveness and High Business Strength quadrant. Theoretical Contribution/Originality: This study contributes by integrating industry analysis, competitive benchmarking, and portfolio positioning to evaluate marina development as a supporting business unit within a cruise home port ecosystem. Practitioner/Policy Implication: The findings suggest that managers should focus on improving service quality, expanding commercial facilities, strengthening integration with tourism ecosystems, and enhancing branding strategies. Research Limitation: This study relies on expert judgment with a limited number of respondents, which may affect generalizability.