Analisis Strategi Pengembangan Usaha pada Kopi Bubuk Cap Nona Nantampuk Mas Sidikalang

Abstract

Coffee Powder Cap Nona Nantampuk Mas Sidikalang a coffee production business which was founded in 2010. The potential for coffee production and processing of coffee is quite feasible to be developed given the extensive coffee plants as raw material is available, but the competition is getting tougher and the competitors both local and national employers offer each other excess. This study aims to formulate an appropriate business development strategy to be applied to business Coffee Powder Cap Nona Nantampuk Mas Sidikalang through SWOT approach to analyze the internal environment factors which consist of strengths and weaknesses as well as external environmental factors consisting of opportunities and threats. Forms of research used in this research is descriptive qualitative approach and implemented by interview. Data used in this study are primary data and secondary data. Results of research with SWOT analysis shows that based on the analysis in the evaluation matrix table EFAS (External Factor Analysis Summary), where the factor chance (opportunity) has a sub-total of 1.01, while the threat factor (threat) has a sub total 0.47. While the results of the analysis in the evaluation matrix table IFAS (Internal Factor Analysis Summary), wherein the power (strengths) has a sub-total of 1.20, while the factor of weakness (weakness) have sub total 0.48. Results showed that the sub total business position Coffee Powder Cap Nona Nantampuk Mas Sidikalang currently on the first quadrant diagram, namely that the strategy used in developing an aggressive business strategy that supports business growth policy.