A SWOT – TOWS Analysis for Developing the Strategy of Cage-Based Aquaculture Business in Saiburi, Patani Province

Sustainable aquaculture product is a challenge to any community and to the community will need to implement the appropriate strategy. This paper aimed at proposing the strategies of developing cage-based aquaculture business by performing the SWOT analysis and TOWS matrix. Data were collected from in-depth interviews of 30 cage-based aquaculture farmers, 8 fishmongers and 4 fishery officers in Saiburi, Pattani. The SWOT analysis shows that internal factors including labors, quality of fish, fish volumes, knowledge and skills, adequacy of fish breeds and storage management were the significant strengths while less knowledge on the know-how of fish diseases remedy and new technology adoption were the main weaknesses. In the case of external factors, good location, high demand towards aquaculture products and quality of water at the river were the main opportunity whereas COVID 19 pandemic, fish diseases, and irrelevant government policies were the threats and problems. The result of TOWS analysis proposing the strategy development of cage – based aquaculture business was (i) the farmers should put emphasis on creating fresh fish processing, online marketing skills, and establish group networks. (ii) during COVID 19 fishmongers should focus on using online marketing channels to grab more customers. (iii) the government or relevant authorities should conduct holistic knowledge and skills management with regards to the production processes, giving solutions to the fish diseases and performing affective marketing management which are in line with the farmers and fishmonger’s needs while continuously doing follow up that allows for further assessment.