STRATEGI PENGEMBANGAN PASAR KUE ENGKAK (Suatu Kasus pada UMKM Ibu Hayanah di Desa Margagiri Kecamatan Bojonegara Kabupaten Serang)
| Main Author: | KINASIH CAHAYA AULIA, RATU |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/2590/1/STRATEGI%20PENGEMBANGAN%20PASAR%20KUE%20ENGKAK%20%28Suatu%20Kasus%20pada%20UMKM%20Ibu%20Hayanah%20di%20Desa%20Margagiri%20Kecamatan%20Bojonegara%20Kabupaten%20Serang%29.PDF https://eprints.untirta.ac.id/2590/ https://faperta.untirta.ac.id/ |
Daftar Isi:
- Mrs. Hayanah's Micro, Small and Medium Enterprises (MSME) is one of the businesses that produce kue engkak in Serang Regency. the business has been running for fifteen years, yet the area of the kue engkak market has not shown an increase. The purpose of this study was to identify internal and external factors that could hinder and support the market development of kue engkak on mrs. Hayanah's MSME and analyze the alternative strategies that could be applied for the market development of kue engkak products on mrs. Hayanah's MSME. The methods used in this study were the IFE matrix, EFE matrix, IE matrix, SWOT matrix and QSPM matrix. The results of this study indicate that the internal factor consists of 7 strength factors and 6 weakness factors. the External factor consists of 6 opportunity factors and 5 threat factors. The IE matrix shows that the position of the mrs. Hayanah's MSME in the V quadrant (holding on and maintaining the position). The SWOT matrix formulates 7 alternative strategies and the QSPM matrix formulates four strategic priorities that can be applied to the development of the mrs. Hayanah’s MSME market, where the first priority strategy aims to develop the area of kue engkak market more widely with the government support. Keywords : kue engkak, market development strategy, IE Matrix, SWOT Matrix.