Strategi Pengembangan Bisnis Melalui Analisis SWOT Pada UKM Brownies Cinta Karanganyar

Aviffah, Nidhaul 'Ilmi Nur and , Drs. Joko Suwandi, S.E., M.Pd, (2020) Strategi Pengembangan Bisnis Melalui Analisis SWOT Pada UKM Brownies Cinta Karanganyar. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Brownies Cinta is a culinary business with products in the form of steamed brownies which have a variety of flavors. As a highly developed business category Brownies Cinta is expected to always innovate to develop its business in order to be able to compete with producers of brownies and other types of bread. Therefore it is necessary to have business development with a good and healthy strategy planning for the present and future, therefore SWOT analysis is needed to avoid a decline in product value. This study aims to determine the strengths, weaknesses, opportunities and threats faced by Brownies Cinta SMEs and find out the right business development strategies to be used by Brownies Cinta in running its business. This qualitative research uses descriptive analytical ethnographic design. Performed at the Brownies Cinta Karanganyar outlet. The resource persons of the study are the owners of Brownies Cinta SMEs, two employees of Brownies Cinta, and two consumers of Brownies Cinta. Data collection is done through interviews, observations, and documentation. Data validity uses triangulation of sources and confirmations, comparing information obtained through other information from other informants. Data analysis techniques using interactive analysis. The results of this study indicate that through SWOT analysis the strengths of Brownies Cinta are quality products, halal-certified, a variety of flavors, strategic outlet locations, and basic religious companies, the weaknesses are lack of leadership, less use of technology, less attractive packaging, and promotion channels to agencies not yet maximized. The opportunities they have are increasing market demand, opening up jobs, and lots of media for promotion. Threats faced are rising raw material prices, declining sales, and many competitors. Brownies Cinta also has several alternative strategies resulting from SWOT matrices such as SO, WO, ST, and WT strategies. Business development strategies undertaken or carried out by Brownies Cinta include Integration strategy, Intensive strategy, diversification strategy, and divensive strategy. Keywords: strategy, business development, SWOT analysis.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	strategi, pengembangan bisnis, analisis SWOT
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	NIDHAUL 'ILMI NUR AVIFFAH
Date Deposited:	13 May 2020 03:45
Last Modified:	13 May 2020 03:45
URI:	http://eprints.ums.ac.id/id/eprint/82568

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