Business Strategy to Enhance Marine Fishery Exports at PT. Gemilang Lautan Sumatera

Abstract

Processing and reliance on raw materials remain major challenges in enhancing the competitiveness of marine fishery export products. On the other hand, the growing demand for international quality standards, advancements in food Technology, and exchange rate dynamics present strategic opportunities that must be maximized. This study aims to analyze the internal and external factors influencing the export enhancement strategy of PT. Gemilang Lautan Sumatera through a combined SWOT (Strengths, Weaknesses, Opportunities, Threats) and PESTEL (Political, Economic, Social, Technological, Environmental, Legal) approach. The research adopts a qualitative case study method, with data collection techniques including interviews, documentation, and direct observation. The analysis reveals that the company’s main strengths lie in its research potential and strategic logistics access, while weaknesses include technological inefficiency and the quality of human resources. The PESTEL factors highlight that regulatory challenges in exports and the need for modern equipment financing are critical issues, while opportunities arise from stable trade policies and increasing consumer awareness of high-quality seafood products. The main strategy recommended is to enhance Technology and strengthen human resource capacity through research-based initiatives and partnerships, in order to overcome internal weaknesses and respond to external pressures. This combination of strategies is projected to strengthen PT. Gemilang Lautan Sumatera’s position in the global export market in a sustainable manner.