Perumusan Strategi Bisnis pada Usaha Bubuk Kopi Ida Sidikalang dengan Menggunakan Quantitative Strategic Planning Matrix (QSPM)

Abstract

One industry that has a high growth rate each year is the food and beverage industry, one of which is coffee. The IDA coffee powder business is one of the businesses engaged in the production of robusta ground coffee. Currently, sales of coffee powder are still fluctuating and because IDA coffee powder sales also only increase during big events. This instability is also supported by the lack of marketing and promotion through social media and digitalization. The purpose of this research is to analyze the internal and external conditions of the IDA coffee powder business to help determine the right strategy in order to compete and have a clear direction in developing the business. The identification of internal conditions uses the help of a resource-based view where the condition of the company is seen from the resources it has. Identification of external conditions using PESTEL analysis. Identification of internal conditions using the help of a resource-based view where the condition of the company is seen from the resources it has. Identification of external conditions using PESTEL analysis. The results of the identification of both conditions are used in the calculation of the IFE and EFE Matrix which will be used to determine the position and strategy that suits the company using the IE Matrix. Alternative strategies in SWOT will be inputted and assessed using the Quantitative Strategic Planning Matrix (QSPM) to determine the best strategy. Based on the analysis that has been carried out, 10 internal factors are obtained which are divided into 5 weaknesses and 5 strengths, and 8 external factors which are divided into 4 opportunities and 4 threats. Based on the IE Matrix, the IDA coffee powder business is in quadrant V which means hold and maintain. There are six alternative strategies selected.