This study aims to design alternative strategies that are recommended to be used by PT Indo Exotic Animal to win the competition and the development for the export of ornamental fish business, by first identifying and assessing internal and eksternal factors that affect the business of PT Indo Exotic Animal. This research is a qualitative descriptive atudy using SWOT analysis (Strength, Weakness, Opportunity, Threats). The results of this IE (Internal-External) study show that PT Indo Exotic Animal