摘要：AbstractTurkey, with its advantageous geographical position, surrounded by the large water bodies and inland waters has a great potential to enlarge its share in the fishery market in the world. According to statistics, Turkey ranked as 29th country contributing to world fish supply, but the future projections of the fishery sector indicate that the sector will maintain its promising development in the future. For that reason, strategic thinking and management is needed to develop for Turkish fishery sector in the future. To explore the strengths and weaknesses, and threats and opportunities of the fishery sector we made a SWOT analysis by organizing a workshop with the fishery companies in Muğla province to see the practitioners’ views to their business. On the other side, interviews were made with the academicians studying in this field. Through primary and secondary data we prepared a swot analysis with a systematic approach to scrutinize the sector. Based on the results, the main strengths and opportunities of the sector are rich product variety, closeness to fishing grounds and good infrastructure, positive image of Turkish products in the Middle East and Europe, increasing fishing demand in the world, potential to enter close markets, especially to neighbour countries, diversification opportunities for aquaculture; leisure and tourism, potential to develop a greater range of products. On the weaknesses and threats side marketing problems, low educational level of farmers and workers, financial difficulties, environmental pollution, decreasing fish populations, high energy costs are determined by the practitioners and the academicians.
