STRATEGI PENGEMBANGAN USAHA DENGAN METODE ANALISIS SWOT DAN QSPM PADA FOOD AND BEVERAGE COMPANY DI BOGOR

PRAYOGI, PUNDI RINTI (2020) STRATEGI PENGEMBANGAN USAHA DENGAN METODE ANALISIS SWOT DAN QSPM PADA FOOD AND BEVERAGE COMPANY DI BOGOR. S1-Sarjana thesis, Universitas Mercu Buana Jatisampurna.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengidentifikasi faktor internal apa saja yang menjadi kekuatan kelemahan dan faktor eksternal apa saja yang menjadi peluang dan ancaman untuk mengembangkan usaha food and beverages company di bogor. Mengetahui strategi pemasaran yang tepat untuk mengembangkan usaha food and beverages commpany di bogor berdasarkan analisa SWOT. Mengetahui alternatif strategi yang tepat berdasarkan analisa QSPM. Penelitian ini merupakan penelitian deskriptif kualitatif. Penelitian ini dilaksanakan pada food and beverage company di bogor. Data dikumpulkan dengan menggunakan teknik observasi, kuisioner. Hasil penelitian menunjukan bahwa setelah mendapatkan faktor internal dan eksternal kemudian diolah menggunaan matriks SWOT. Foood and beverage company di bogor berada pada kuadran I yang artinya perusahaan dengan pertumbuhan pasar yang tinggi dan posisi kompetitif yang kuat, pada hasil analisis matriks SWOT dengan analisis model kuantitatif perumusan yang efektif yaitu strategi SO, menggunakan kekuatan (strength) untuk memanfaatkan berbagai peluang (opportunities) maka implementasi strategi SO adalah mempertahankan harga dan kualitas agar tetap menjadi pilihan konsumen. Menambah outlet lagi dilokasi yang strategis seperti dekat dengan sekolah, pabrik, dan pusat keramaian agar produk lebih dikenal masyarakat. Berdasarkan hasil menggunakan metode QSPM bahwa alternatif strategi yang sesuai dengan kondisi pada saat ini adalah pengembangan produk. Kata kunci : SWOT, QSPM, Strategi, Pengembangan, Pemasaran. ABSTRACT This study aims to Identify what internal factors are the strengths of weaknesses and what external factors are opportunities and threats to develop a food and beverages company business in Bogor. Knowing the right marketing strategy to develop a food and beverages business committee in Bogor based on a SWOT analysis. Knowing the right alternative strategy based on QSPM analysis. This research is a qualitative descriptive study. This research was conducted at the food and beverage company in Bogor. Data was collected using observation techniques, questionnaires. The results showed that after obtaining internal and external factors then processed using the SWOT matrix. Foood and beverage company in Bogor is in quadrant I, which means companies with high market growth and strong competitive position, on the results of SWOT matrix analysis with an effective quantitative formulation analysis model that is SO strategy, uses strength to take advantage of various opportunities ( opportunities) then the implementation of the SO strategy is Maintaining price and quality to remain a consumer choice. Add more outlets in strategic locations such as being close to schools, factories and crowd centers so that products are better known to the public. Based on the results using the QSPM method that the alternative strategy that is in accordance with the current conditions is product development Keywords: SWOT, QSPM, Development, Strategy, Marketing

Item Type: Thesis (S1-Sarjana)
Call Number CD: FT/IND 19 011
NIM: 41617310036
Uncontrolled Keywords: SWOT, QSPM, Strategi, Pengembangan, Pemasaran.
Subjects: 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Nasruddin Mansyur S.Hum
Date Deposited: 26 Oct 2020 09:30
Last Modified: 26 Oct 2020 09:30
URI: http://repository.mercubuana.ac.id/id/eprint/57888

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