| dc.description.abstract | This study aims to assess the strengths and weaknesses (internal) and the
opportunities and threats (external) owned by Kacang Garing Martabe, used by
author to determine the exact strategy to be applied by Kacang Garing Martabe to
face the competition between Kacang Garing in North Tapanuli.
From the analysis using the EFE Matrix, Kacang Garing Martabe has
value 2.3 which indicates that the reaction of company to the company‟s internal
factors belong to average. It means that Kacang Garing Martabe still has a lot of
untapped opportunities and there are a lot of threats that can affect the
performance of the company. While the internal condition assessed using IFE
matrix showed that Kacang Garing Martabe has value 2.9 which indicates that
internal‟s position of Kacang Garing Martabe belong to strong.
The results of the CPM, the indicator‟s value of competition are as
follows: Kacang Garing Martabe (3.3), Kacang Garing Sihobuk Exon (3.05) and
Kacang Garing Sihobuk Ancim (2.65). There are 8 key factors that influence the
competition on Kacang Garing Martabe: Price competitiveness, quality of
product, innovation of product, business experience, location, operational cost,
organizational structure and quality of service.
After the environmental analysis is completed, the next step is matching
stage to know the alternative strategies. This stage is performed by using two
analytical tools, SWOT Matrix and IE Matrix. From the results of SWOT analysis
are found that Kacang Garing Martabe is in quadrant I, it means that the
companies are located in the first quadrant is a company that supports the
aggressive strategy. And according to IE Matrix, position of Kacang Garing
Martabe is in quadrant V (five) called keep and maintain strategy.
Decision stage in the formulation of competitive strategy is a step in
selecting a suitable strategic alternatives for the company. By using QSPM the
two alternative strategies are given weights and ratings based on a strategic key
factors in the company. From a qualitative analysis using QSPM found that
market penetration strategy has a total value of 6.65 while the appeal of the
product development strategy has a total value of appeal at 6,25. Competitive
strategy recommended to Kacang Garing Martabe is market penetration strategy. | en_US |
