This study aims to see the development, pining, strength, and weakness. This method can be used to determine whether there is a match with the external and internal conditions that speak. The hypothesis proposed is that Pinang Batara Farming has greater opportunity and strength with its threats and weaknesses. Policies and strategies to be implemented in the future will be endeavored to support an aggressive growth policy (Growth Oriented Strategy). The analysis method used is SWOT (Strengths, Weaknesses, Oppotunities, Treat) where data collected from primary data obtained from interviews and questionnaires with multi-attribute question model used for 20 people and secondary data obtained from notes, handbooks and other literature related to Pinang Batara Farming in Jambi Province. The results shown are currently in quadrant 1 (I), with a strengthweakness score of 0.25 and a 0.94-chance threat then pinang farming is in a favorable position because we have greater ability and strength than pressure and threats with favorable conditions with the main strategy of old buildings, the necessity of maintaining crops, Improving the ability of equipment / processing machinery, the most important is also production that is produced in a form that can not be sold in raw form, thus spurring the presence of downstream industries made from raw leading commodities.