Analisis Kegiatan Usaha Pedagang Kaki Lima Dengan Metode SWOT (Studi pada Pedagang Kaki Lima Jalan Kapten Muslim Kota Medan)

Abstract

This research studies and analyzes the business activity of street vendors with SWOT method. This study based on the problem that the street vendor is a social phenomenon in each big city and as dilemmatic issue. In one hand, the government of Medan city requires a nice, tidiness, orderly rural layout and in one hand, the government has responsibility to its citizen for prosperity by the availability of work field. Therefore, with various dynamic and problem, the street vendors must have strategy and take concrete steps to face the challenges and have competitive for survive. The objective of this research is to study factors of strength and weakness (internal environtment) and opportunity and threat (external environment) of the street vendors in order to formulate the business strategy in order to increase their profit, either analysis of product, price, location and confort factors in serve the customer. In order to answer the research problem, the applied method is quantitative data analysis in descriptive study. The data was collected by observation and interview. The research indicates that the street vendors must able for complete and survive in any conditions. The vendor must have capability to change the potency to be good performance and achievement, so the right direction of efforts is sued to increase and develop the business in any problem with capability to increase the role and using of available opportunity. Based on analysis indicates that the right strategy for street vendor is to increase production capacity economically with a high quality and confort for the customer.