Strategi Pengembangan pada USAHA KUE IBU SRI WARNI Jalan Pattimura No. 21S, Binjai

Abstract

The number of UMKM in Indonesia continues to increase every year. One of industry sector on UMKM that will continue to increase is food and beverage industry. Among the many type of business in food and beverage industry, one of the business that have a high attraction is cake business because this business has large consumer market and easy to run. The cake business that often we found is a micro or small scale business. The small business scale makes this cake business need a developement strategy for its business developement. The purpose of this research is to know the business developement strategy that suitable to develop a business on Usaha Kue Ibu Sri Warni. The research method that used in this research is descriptive research method with qualitative approach. The data obtained from observation, interview, documentation study, and literature study. The analysis data technique that used is SWOT analysis that using IFAS matrix, EFAS matrix, Internal External matrix, SWOT diagram, and SWOT matrix. The number of informants in this research were 10 people. The research results showed that Usaha Kue Ibu Sri Warni is in quadrant I on the SWOT diagram that supports growth oriented strategy and in cell V on the Internal Eksternal matrix, that is in the best condition to be managed with hold and maintain strategy. Based on that result, the most suitable strategy to develop this business are market penetration and product developement. SWOT matrix produced 10 alternative strategies for this business developement.