Perancangan Strategi Pengembangan Bisnis UD. Rezeki Baru Menggunakan Metode SWOT dan Quantitative Strategic Planning Matrix (QSPM)

Abstract

Today's business competition is increasingly competitive along with globalization and technological developments that require every business person to formulate the right strategies and steps to be able to compete and maintain their position in the market. UD. Rezeki Baru is one of the MSMEs (Micro, Small and Medium Enterprises) in the city of Medan which is engaged in the food industry which produces snacks, namely sweet potato chips. Based on sales data for UD sweet potato chips. Rezeki Baru shows fluctuating sales figures and is still lagging behind similar competitors in marketing its products. The purpose of this research is to design a business development strategy for UD. Rezeki Baru using SWOT and QSPM methods. The strategy is designed by analyzing internal factors using the Resources Based View (RBV) approach and external factors using PESTEL analysis. This research resulted in 9 internal and external factors each with a total IFE matrix score of 3.571 and an EFE matrix of 2.651. The IE matrix is compiled based on the IFE and EFE scores and shows the position of UD. Rezeki Baru is in cell 4 (growth and buid strategy). The SWOT matrix results in 15 alternative strategies. Based on calculations with QSPM, the best strategy was chosen, namely developing products and services by adding flavor and size variants and designing more attractive and unique product packaging with a TAS score of 6.088