ANALISIS SWOT DALAM STRATEGI PENGEMBANGAN USAHA KERUPUK RUMAHAN DI UD. SUMBER ABADI TANGGULANGIN
DOI:
https://doi.org/10.51804/jiso.v4i2.81-87Keywords:
SWOT analysis, snack business development strategyAbstract
This research is to determine the development strategy at UD. Sumber Abadi using the SWOT analysis method. Data were collected by means of questionnaires and interviews. The results of this study obtained that the main internal strength factor is the location of the production close to a snack agent or food shop. Meanwhile, the result of external factors is the main opportunity, namely the product has the legality of licensing from the government. For the calculation results, the IFE consideration value is 3.04. while the results of the calculation of the value of the consideration of EFE obtained at 3.05. In the SWOT matrix, 13 strategies are obtained from the company's strengths, weaknesses, opportunities, and threats. The SWOT analysis diagram shows a position in quadrant 1 which is aggressive. From the analysis between IFE, EFE, SWOT Matrix, and SWOT Diagram, we get 3 alternative strategies from the alignment of the analysis, namely Utilizing assistance from the government, Expanding market and distribution networks to update consumers, and Expanding product variants at affordable prices.
Abstrak
Penelitian ini untuk menentukan strategi pengembangan di UD. Sumber Abadi dengan menggunakan metode analisis SWOT. Data dikumpulkan dengan cara kuesioner dan wawancara. Hasil dari penelitian ini diproleh faktor internal kekuatan utama yaitu letak produksi berdekatan dengan agen snack atau toko makanan. Sedangkan hasil faktor eksternal peluang utama yaitu produk mempunyai legalitas perizinan dari pemerintah. Untuk hasil perhitungan didapatkan nilai pertimbangan IFE sebesar 3,04 . sedangkan hasil perhitungan nilai pertimbangan EFE didapatkan sebesar 3,05 . pada matriks SWOT mendapatkan 13 strategi yang didapat dari kekuatan, kelemahan, peluang, dan ancaman yang dimiliki perusahaan. Untuk diagram analisis SWOT menunjukkan posisi di kuadran 1 yaitu agresif. Dari analisis antara IFE, EFE, Matriks SWOT, dan Diagram SWOT mendapatkan 3 strategi alternative dari penyelarasan analisis tersebut yaitu Memanfaatkan bantuan dari pemerintah, Memperbanyak jaringan pasar dan distribusi untuk memperbarui konsumen, dan Memperbanyak varian produk dengan harga terjangkau.
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