Perancangan Strategi Bisnis dengan Menggunakan SWOT dan QSPM (Studi Kasus: UMKM Qoqom Foods)

Abstract

MSMEs are a strategic sector in the Indonesian economy, especially in the food and beverage industry, which has seen significant growth. Qoqom Foods is one of the MSMEs in Medan that is engaged in the production and sale of dimsum. Despite having been in operation since 2016 and maintaining a commitment to delivering high-quality products, Qoqom Foods still faces challenges such as sales fluctuations caused by several factors, including the lack of a developed partnership system, outdated production technology that has not yet been able to build brand awareness, and limited adoption of e-commerce. The purpose of this study is to design a business strategy for Qoqom Foods MSMEs using the SWOT and QSPM methods. The strategy was designed by analyzing internal factors using the Value Chain Analysis approach and external factors using PESTEL analysis. This study identified 11 internal factors and 8 external factors, with a total IFE matrix score of 3.0702 and an EFE matrix score of 2.7500. As a result, in the SWOT analysis quadrant diagram, Qoqom Foods SME is positioned in Quadrant I. The IE matrix is compiled based on IFE and EFE scores and shows that Qoqom Foods MSMEs are positioned in cell IV (growth and build strategy). The results of the SWOT matrix analysis, considering internal and external factors, yielded 9 strategic alternatives. Based on calculations using QSPM, the strategy “Creating a partnership system ‘Dimsum Keliling’ with the concept of a small food truck or motorbike box” ranked highest and became the priority strategic alternative with a TAS value of 5.6948.