Strategi Strenghts Weakness Opportunities Threats (SWOT) sebagai Dasar Penentuan Strategi Bersaing (Studi pada Rumah Ubi Dinarmas JL Karya Wisata No 93A Medan)

Abstract

Have a strategy in running a business is the right way to achive business goals. Intense completion with other businesses, to be a threat of a business to achive it objectives. If a business does not have the right strategy, the the business will not be able to achive its goals and to compete with other businesses. Products offered, price product, promotion and site selection to be the things that should be taken into consideration to run a business. If a businesses are slowly going to be left behind by the consumer. On the research method used is descriptive methods with qualitative data. Infromants in this study were divided into two groups, namely key informants that the owner and employess of Rumah Ubi Dinarmas, additional informants with consumers Rumah Ubi Dinarmas. Data collection technique is to conduct interviews at Rumah Ubi Dinarmas, while the second is the secondary data collection techniques with the collection of literature and documentation. Data analysis techniques used in this study researchers were qualitative data analysis techniques, the researchers also used the SWOT matrix to formulate the company’s strategic factors. Base on research conducted in the field shows that the Rumah Ubi Dinarmas already have a strategy to compete with existing businesses, new or emerging businesses. The strategy used is Rumah Ubi Dinarmas offer product that does not exist in any other business. The product type is prepared fried potato breat and sweet potato ice cream. The uniqueness of these products makes the difference between Rumah Ubi Dinarmas and other businesses, so it is used as a strategy to compete. Rumah Ubi Dinarmas also continue to carry out promotional activities as other strategies, in introducing their products to the public. Rumah Ubi Dinarmas has done much in the way of promotional activities, such as promotion through print and electronic media. Analysis using the TWOS Matix shows that the strategy is carried out by Rumah Ubi Dinarmas been good to deal with competitors and position the business as souvenirs Typical Medan.