KURNIAWAN, WAWAN (2021) ANALISIS PEMASARAN USAHA MIE ABUL DI KABUPATEN BOGOR DENGAN MENGGUNAKAN METODE SWOT DAN QSPM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The food business is one of the promising businesses because food tops the list in meeting basic human needs. Along with the development of the era, the tendency of people to eat outdoors is increasing for various practical, economical and prestige reasons. The concept offered to consumers is different, one of which is UKM food that serves a diverse menu and fast food. The tight competition of SMEs requires SME managers to take advantage of existing opportunities. The purpose of this research is to find out the alternative planning strategies and priorities of the SME mie Abul development strategy in Bogor Regency. This study used Internal External matrix (IE), Strength Matrix, Weakness, Opportunity and Threat (SWOT) and Quantitative Strategic Planning Matrix (QSPM). Matric IE and SWOT are used for alternative planning strategies while QSPM matrices are used for priority strategy determination. The results showed that the strategies that can be applied are Market Penetration and product development. The priority of the strategy with the highest Total Attractive Score is to add and improve facilities to make consumers feel comfortable. Keywords: Matrix IFE, Matrix EFE, IE, SWOT, QSPM Bisnis makanan merupakan salah satu bisnis yang menjanjikan karena makanan menempati urutan teratas dalam pemenuhan kebutuhan pokok manusia. Seiring dengan perkembangan jaman, kecenderungan orang untuk makan di luar rumah semakin meningkat dengan berbagai alasan praktis, ekonomis maupun prestige. Konsep yang ditawarkan kepada konsumen berbeda-berbeda salah satunya yaitu UKM makanan yang menyajikan menu beragam dan cepat saji. Ketatnya persaingan UKM mengharuskan pengelola UKM memanfaatkan peluang yang ada. Tujuan penelitian ini yaitu untuk mengetahui alternatif perencanaan strategi dan prioritas strategi pengembangan UKM Mie Abul di Kabupaten Bogor. Penelitian ini menggunakan matriks Internal Eksternal (IE), Matriks Strength, Weakness, Opportunity dan Threat (SWOT) dan Quantitative Strategic Planning Matrix (QSPM). Matrik IE dan SWOT digunakan untuk perencanaan alternatif strategi sedangkan matrik QSPM digunakan untuk penentuan strategi prioritas. Hasil penelitian menunjukan bahwa strategi yang dapat diterapkan yaitu Penetrasi Pasar dan pengembangan produk. Prioritas strategi dengan nilai Total Attractive Score tertinggi adalah menambah dan memperbaiki fasilitas agar konsumen merasa nyaman. Kata kunci: Matriks IFE, Matriks EFE, IE, SWOT, QSPM
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