An Analysis of Goldfish Hatchtery Business in the Situjaya Group of Situraja Village, Sumedang Regency, West Java

The purposes of this study were (1) To analyze the prospect of goldfish hatchery business in Situ Jaya Group, judged from the financial aspect. (2) To formulate any goldfish hatchery alternative strategy in Situjaya Group. The eligibility analysis criteria that is applied to analyze the business feasibility are Net Benefit Cost Ratio (Net B / C), and Payback Period (PP). Furthermore, the methods which are applied to identify the factors that influenced the business development using Internal Factor Evaluation (IFE) matrix, the EFE matrix, the Strategic Matrix, and the Matrix Strengths, Weaknesses, Opportunities and Threats (SWOT), on the final phase resulted in creating alternative development strategies. Data collection method was conducted by using census method. The number of respondents were 8 people in all members of the Situ Jaya Group. Based on the non-financial feasibility analysis, the hatchery business is still weak on all non-financial aspects. Based on the results of financial analysis, it yields worth 100%. The entire value of Net B / C that obtained is greater than 1, i.e. 1.67. All PP value that obtained is 6 years 11 months 27 days. Based on the Matrix Strategy analysis that can be applied is market penetration and product development. Based on the SWOT analysis, the strategy that needs to be done is aggressive strategy which means that the business is in steady and excellent condition so it is possible to continue to expand, enlarge the growth and achieve maximum progress. While the Alternative Strategy for business development is the application of Weaknesses-Opportunities Strategy.