Perancangan Strategi Bisnis melalui Pendekatan Matriks SWOT dan QSPM (Studi Kasus: Galeri Ulos Sianipar)

Abstract

This study aims to design and prioritize a comprehensive business strategy for the MSME Galeri Ulos Sianipar to enhance its competitiveness in the global market and achieve export success (Level 4). The research method involved analyzing internal and external factors using the Marketing 4P framework and PESTEL, followed by quantitative evaluations through Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The strategic position of the MSME was identified using the Internal-External (IE) Matrix, alternative strategies were formulated via SWOT analysis, and strategy prioritization was performed using the Quantitative Strategic Planning Matrix (QSPM). The IFE analysis yielded a total score of 3.0308, while the EFE scored 2.813, placing Galeri Ulos Sianipar in Cell V of the IE Matrix, recommending a "Hold and Maintain" strategy. The QSPM rankings identified three main recommended strategies: (1) Collaborating with globally recognized local designers; (2) Actively participating in global fashion exhibitions; and (3) Engaging in auctions to position ulos as an art commodity. These strategies are designed to directly support competitiveness enhancement and export achievement.