Perencanaan Strategi Pengembangan Produk pada UMKM Rumah Markisa Noerlen dengan Menggunakan Analisis SWOT dan Analytical Hierarchy Process (AHP)

Abstract

UMKM Rumah Markisa Noerlen previously made a profit, but in recent years has experienced a decline in turnover, as seen from the fluctuations between the target and actual turnover from 2020 to 2024. This study aims to formulate a product development strategy that can help MSME overcome sales problems and develop products. The research method applied is descriptive, with data collected through observation, interviews, and questionnaires. The analysis uses an internal factor approach based on the 5M framework (Man, Money, Material, Machine, Method) and an external factor approach using the PESTEL analysis (Political, Economic, Social, Technological, Environmental, Legal). This study identified 14 internal factors and 13 external factors. Through the SWOT Matrix, 15 alternative strategies were generated, consisting of 5 SO (Strengths-Opportunities) strategies, 5 ST (Strengths-Threats) strategies, 2 WO (Weaknesses-Opportunities) strategies, and 3 WT (Weaknesses-Threats) strategies. The SWOT Quadrant approach shows that the IFE (Internal Factor Evaluation) coordinate point is at (1.00) and the EFE (External Factor Evaluation) is at (-1.25), indicating that SMEs require strategic diversification, with the appropriate strategy being ST (Strengths-Threats). The appropriate strategy was determined using the Analytic Hierarchy Process (AHP) method, with 7 respondents choosing product diversification, 2 choosing product adaptation to consumer trends, and 1 choosing the utilization of government programs and assistance, resulting in the selected strategy being product diversification.