Perancangan Strategi Bisnis Menggunakan Metode RBV, PESTEL & QSPM (Studi Kasus: Minyak Karo Laucih)

Abstract

The current business landscape is increasingly competitive due to globalization and technological advancements, requiring every entrepreneur to formulate appropriate strategies to survive and grow in the market. Minyak Karo Laucih is a micro, small, and medium enterprise (MSME) based in Karo Regency, North Sumatra, that produces traditional herbal oil derived from indigenous Karo spices. Although it is classified at level 3 (digital success) according to Bank Indonesia’s MSME categorization, Minyak Karo Laucih still faces significant challenges in market penetration and product promotion, particularly when compared to competitors such as Minyak Kutus-Kutus, which has achieved national reach and strong promotional activities. This study aims to design a business development strategy for Minyak Karo Laucih by applying the Resource Based View (RBV) approach to identify internal factors and the PESTEL analysis to identify external factors. These factors are then synthesized using the SWOT matrix and further evaluated through the Quantitative Strategic Planning Matrix (QSPM) method. The analysis results show a total IFE matrix score of 3.0288 and an EFE matrix score of 2.7450, placing Minyak Karo Laucih in cell IV of the IE matrix, corresponding to a grow and build strategy. From the twelve strategic alternatives generated by the SWOT analysis, the best strategy selected through QSPM is to emphasize affordable pricing and a diverse product range for all market segments, with a Total Attractiveness Score (TAS) of 5.6895. This strategy is considered the most effective for enhancing competitiveness, expanding market reach, and supporting the sustainable growth of Minyak Karo Laucih in the national herbal product industry.