Strategi Pengembangan Usaha Kecil Susu Murni Kakilima di Jalan Dr Mansyur Simpang Lampu Merah

Abstract

Small business in Indonesia continues to increase every year. One of industry sector on UMKM that will continue to increase is food and beverage industry. Among the many type of business, one of the business that have a high attraction is nature milk business because this business has big opportunity for consumer market and easy to run because of people life style for this time. The research was conducted at Business Susu Murni Kakilima. The purpose of this research is to know the business development strategy that suitable to develop a business in Susu Murni Kakilima. The research method that used in this research is descriptive research method with qualitative approach. The data obtained from observation, interview, documentation study, and literature study. The analysis data technique that used is SWOT analysis that using IFAS matrix, EFAS matrix, Internal External matrix, SWOT diagram, and SWOT matrix. The Informant in this research including key, primer, and complement informant. The research results showed that business Susu Murni Kakilima is in quadrant I on the SWOT diagram. That is in the best condition to be managed with hold growing or aggressive strategic. Based on that result, the most suitable strategy to develop this business are market development, product development, and market penetration. SWOT matrix with SO strategic has four result alternative strategic for developing this business.