Studi Kelayakan Bisnis (Studi pada Rumah Makan Dipo 38 Pangkalan Susu Kab. Langkat)

Abstract

Business feasibility study aimed to assess the feasibility of the project to be input or useful because it examines various aspects such as market aspects, technical aspects and operations management, environmental aspects and aspects in a comprehensive and detailed financially so that it can be used as a basis for investors to make decisions investment objective. In this study the researcher limited only discuss three aspects are: technical aspects and operation, management, market / marketing. This study used a SWOT analysis with IFAS and EFAS as a tool for the description of the business feasibility of the business RM. Dipo 38. From the analysis of the matrix of IFAS (Internal Factors Analysis Summary), Strength (S) has the most prominent factor is a factor of its strategic location, the price according to the quality, room quality is always maintained well with the value of the sub total of 2, 94. And on Weakness (W), has a value of 0.32 with a sub-total prominent factor is a factor not to have still less intensive in running a marketing strategy and a lack of promotion of the interests of consumers. From the analysis of EFAS that is done, then the opportunity to have a sub total factor of 1.69 to show the community lifestyle factors in P.susu very happy together and spend time in a restaurant, shop, etc. is the most prominent factor. Then, the threat factor has subtotal of 0.41 is the most prominent factor Competitors implement a cheaper price. From the results of the SWOT diagram shows that the strategies needed by businesses RM Dipo 38 is the policy of aggressive growth strategy (Oriented Growth Strategy). Because RM Dipo 38 has the opportunity and strength. So it can take advantage of the opportunities that exist with the strength that supports it is also based on direct observation also found the willingness of business owners to develop this business to a greater effort and can reach a larger market share as well. The strategy is shown in the SWOT matrix that shows the power and business opportunities to establish that the three aspects of this research are: Market / Marketing, Human Resource Management, Technical / Operational have a good value and the strength of the owner of RM depot 38 to expand its business into a larger again.