This study aims to identify internal and external factors in figuring out the development strategy of Coconut Sugar. Home Industry in Jeruklegi Sub-District of Cilacap Regency. The method used in this research is a survey. Data were collected through interview, observation and documentation. Quantitative descriptive analysis is used to explain the SWOT analysis (Strengths, Weaknesses, Opportunities, and Treats) to see the internal and external environment in order to determine the development strategy of coconut sugar home industry.
The results show that generally, the coconut sugar producers still depend on agents with a selling price of IDR. 11,000/kg. Internal factors (strengths) that influence strategy development are simple production processes and (Weaknesses) non-standardized product. External Factors (Opportunities), market share is still widely opened, (Threats) there is no institutional business group and attention from the government. The strategy that needs to be applied is in the form of an aggressive strategy. From the SWOT matrix, it can be viewed that the strategies of coconut sugar entrepreneurs are as follows: Simple processing that makes a very strong force for the entrepreneurs because they do not need to pay expensive costs for the production.