This study aimed to produce a strategy that can help maintain or even develop the asar fish business in Salahutu sub-district, which is currently experiencing a decline. The types of data collected in this study are primary data and secondary data with questionnaire, observation and documentation methods. The sample in this study was determined using a purposive sampling technique with a sample size of 17 asar fish business actors in Salahutu sub-district. The data analysis method used in this study is the SWOT analysis.  The results of the study showed that the condition of the asar fish business in the Salahutu sub-district falls within quadrant 1 of the SWOT analysis. This positioning suggests that the priority strategy for developing the asar fish business in this area should focus on leveraging and maximizing existing strengths while capitalizing on the most promising opportunities. By focusing on these aspects, the business can enhance its potential for growth and success in the region.