Analisis Kelayakan Pengembangan Usaha Produk Bibit Semir Ban Charismal

Abstract

The purpose of this research is to identify an appropriate strategic plan for business development and obtain a basis for making decisions to carry out business development for Charismal Tire Polish products at the UD Karisma company which has been operating since October 2020 in Medan City. This study uses SWOT analysis, Internal External Matrix and Product Life Cycle (PLC) to formulate a development strategy plan and analyze its feasibility based on market and marketing aspects, technical and technological aspects, human resource management aspects, legality aspects, environmental aspects and financial aspects with the investment feasibility criteria are Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period (PBP) and Profitability Index (PI). Charismal's tire polish business development strategy plan is based on the position of the matrix in the SWOT analysis in Quadrant III which means that the company faces a large market opportunity, but efforts are needed to minimize the company's internal problems. The alternative strategy generated in quadrant III (W-O Strategy) is that the company needs to improve internal weaknesses to face large market opportunities by increasing investment and operational needs for business development. Based on the Internal External Matrix and Product Life Cycle analysis, the company is in a growth position, so the right strategy to implement is that the company needs to implement a market development strategy by expanding market access and increasing distribution to maintain a growth position. The Charismal product business development plan requires an investment of IDR 1,088,724,000. Based on the feasibility analysis of the investment, it is known that the NPV value is Rp. 1,109,327,473 greater than the total value of net cash flow (proceeds), the IRR is 39%, and the PI value is greater than zero, which is 2.02 and PBP is 2.61 or it is known that the return on investment capital within 2 years 7 months 13 days. The results of the analysis indicate that Charismal's tire polish business development plan is feasible to implement.