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The purpose of this study is to create Business Strategy Of Fishermans Equipment in Wakatobi District. SWOT identification is carried out to identify internal and external factors. TOWS Matrix is used to design strategies based on internal and external factors. The result of the research is a focused business strategy because its produced by considering aspects of strengths-opportunities, strengths-threats, weaknesses-opportunities and weaknesses-threats. this research is expected to be beneficial for businessman.