Perancangan Strategi Bisnis dengan Pendekatan SWOT & QSPM (Studi Kasus: UMKM XYZ)

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting national economic growth, particularly in the food sector, such as the coffee industry, which continues to experience increasing demand. UMKM XYZ is a local roastery business in Medan that faces challenges in reaching a wider market. This study aims to design a structured business development strategy to enhance the competitiveness and sustainable growth of UMKM XYZ. The analysis is conducted through the preparation of the IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices to evaluate strengths, weaknesses, opportunities, and threats, which are then incorporated into the SWOT matrix. The final decision making stage is carried out using the Quantitative Strategic Planning Matrix (QSPM) method to determine priority strategies based on the Total Attractiveness Score (TAS). The results indicate that XYZ is positioned in Quadrant I of the SWOT analysis, suggesting a strategic position for aggressive expansion and growth. The main strategies developed include strengthening promotions through digital marketing, collaborating with influencers, developing product variations, and expanding distribution channels to coffee shops, souvenir centers, and marketplace platforms. The implementation of these strategies is expected to enhance brand awareness, expand market share, and strengthen the competitiveness of UMKM XYZ amid increasingly competitive coffee industry challenges.