Strategi Pengembangan Produk Olahan Kentang di Donita Frozen Food

Abstract

Penelitian ini bertujuan menganalisis kondisi internal dan eksternal usaha Donita Frozen Food sebagai strategi pengembangannya, menganalisis kekuatan, kelemahan, peluang dan ancaman dari usaha Donita Frozen Food dan mengetahui strategi pengembangan usaha Donita Frozen Food. Penelitian ini dilaksanakan di donita Frozen Food yang berletak di Provinsi Sumatera Utara yang berlokasi di Jalan Pasar V No.81 Dusun salak Tembung kec Percut Sei Tuan kab. Deli Serdang. Purposive sampling digunakan untuk mengidentifikasi informan dalam penelitian ini, yaitu mengidentifikasi informan penting atau keadaan sosial tertentu yang kaya akan informasi berdasarkan penekanan pada tujuan penelitian. Informan penelitian dalam penelitian ini adalah orang-orang pilihan peneliti yang dianggap paling baik dalam menyampaikan informasi yang dicarinya. Jumlah informan dalam penelitian ini yaitu 46 orang yang terdiri dari 1 orang pemilik usaha, 5 orang anggota/pegawai, 40 pelanggan yang ada di Frozen Food Donita. Analisis data menggunakan analisis SWOT. Hasil penelitian menunjukkan bahwa faktor kekuatan strategi pengembangan Donita Frozen Food yaitu lokasi pembelian yang strategis, harga produk terjangkau, bersikap jujur dan ramah terhadap pelanggan dan produk yang memiliki kualitas rasa. Faktor peluang strategi pengembangan Donita Frozen Food yaitu : teknologi pemasaran (IT) yang dapat dimanfaatkan, usaha menghasilkan keuntungan yang potensial, kemungkinan pemasaran ke luar daerah dan permintaan donat terus ada. Berdasarkan hasil perhitungan diagram analisis SWOT, menunjukkan bahwa strategi pengembangan Donita Frozen Food berada pada kuadran I dimana pada posisi ini sebuah usaha memiliki posisi yang kuat dan berpeluang untuk berkembang. Pada posisi ini juga Donita Frozen Food berada pada situasi yang menguntungkan. Donita Frozen Food memiliki kekuatan dan peluang, sehingga dapat memanfaatkan kekuatan dan peluang yang ada. maka penerapan strategi yang dapat digunakan yaitu strategi S-O yaitu : memanfaatkan lokasi yang strategis untuk menghasilkan keuntungan yang potensial, memanfaatkan harga produk yang terjangkau untuk kemungkinan pemasaran ke luar daerah, memanfaatkan sikap jujur dan ramah untuk pemasaran ke luar daerah dan memanfaatkan kualitas rasa untuk meningkatkan permintaan donat. This study aims to determine the internal and external conditions of Donita Frozen Food business as a development strategy, determine the strengths, weaknesses, opportunities and threats of Donita Frozen Food business and determine Donita Frozen Food's business development strategy. This research was conducted at Donita Frozen Food which is located in North Sumatra Province which is located at Jalan Pasar V No. 81 Dusun salak Tembung kec Percut Sei Tuan kab. Deli Serdang. Purposive sampling was used to identify informants in this study, namely identifying important informants or certain social situations that are rich in information based on an emphasis on research objectives. The research informants in this study were the people chosen by the researchers who were considered the best at conveying the information they were looking for. The number of informants in this study were 46 people consisting of 1 business owner, 5 members/employees, 40 customers at Frozen Food Donita Medan. Data analysis using SWOT analysis. The results showed that the Donita Frozen Food business had a weakness, namely limited product availability so that at certain times when demand increased, it was not able to meet market demand. The strength of Donita Frozen Food's business is having quality products that have been enjoyed by customers so that they become regular customers. This Donita Frozen Food business has a large enough opportunity to generate potential profits because it already has regular customers. The threat from Donita Frozen Food's business has potential competitors who can enter the market. The results showed that the strength factors for the Donita Frozen Food development strategy were strategic purchasing locations, affordable product prices, being honest and friendly towards customers and products that had quality taste. Opportunity factors for the development strategy of Donita Frozen Food, namely: marketing technology (IT) that can be utilized, efforts to generate potential profits, the possibility of marketing outside the region and the continued demand for donuts. Based on the calculation results of the SWOT analysis diagram, it shows that the Donita Frozen Food development strategy is in quadrant I where in this position a business has a strong position and has the opportunity to develop. In this position Donita Frozen Food is also in a favorable situation. Donita Frozen Food has strengths and opportunities, so it can take advantage of existing strengths and opportunities. then the implementation of the strategy that can be used is the S-O strategy, namely: utilizing a strategic location to generate potential profits, utilizing affordable product prices for the possibility of marketing outside the region, utilizing an honest and friendly attitude for marketing outside the region and utilizing quality taste to increase demand donuts.