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Product quality is very important to create competitive strategies with other companies and to improve value add, extend product life and extend the reach of marketing. One of the fisheries processing activities in Bulukumba Regency is salt-boiled fish, but these business still pay less attention to sanitation and hygiene which results in low quality and durability of salt-boiled fish product. This research aims to analyze the strategy to strengthen the salt-boiled fish processing business in improving product quality. This research was conducted in salt-boiled fish POKLAHSAR (Processing and Marketing Group) business in Bulukumba Regency, South Sulawesi. The data were analyzed desctriptive qualitatively and quantitatively using SWOT analyses. The results of the research show that the Internal Factors Analysis Summary (IFAS) difference score was -0.35, while the External Factors Analysis Summary (EFAS) score was 1.60. This shows that the strengthening strategy is in quadrant III which means the company faces enormous market opportunities, but on the other hand faces some internal obstacles / weaknesses. The focus of this strategy is to minimize the companys internal problems so that it can create a better market (turn arround). The strategies that can be applied are to increase product quality through government-s policies such as GMP and SSOP training, to aplly sanitation and hygiene system to processing business and to manage the business finance well so it can increase the existing facilities and infrastructures by following technological development