Strategi Pengembangan dengan Sektor Industri Makanan Berdasarkan Analisis SWOT Study Kasus UKM Cv. Fawas Jaya

Abstract

CV. Fawas Jaya adalah salah satu perusahaan yang bergerak dibidang industri makanan berupa kue kering, bolu, keripik, manisan, dan kacang-kacangan. CV. Fawas Jaya masih memiliki kendala terhadap strategi dalam pengembangan usahanya sehingga menyebabkan tingkat penjualan yang belum maksimal, serta kurangnya wawasan masyarakat terhadap produk-produk yang dihasilkan oleh CV. Fawas Jaya. Tujuan penelitian ini adalah menganalisis lingkungan internal dan eksternal dan merumuskan strategi pengembangan UKM CV. Fawas Jaya di Kota Medan. Metode yang digunakan adalah Analisis SWOT (Strength, Weakness, Opportunity, Threat). Analisis SWOT bertujuan memberikan suatu panduan supaya lebih fokus melalui berbagai sudut pandang, baik dari segi kekuatan maupun kelemahan serta peluang ataupun ancaman maka diperlukan suatu strategi dalam pengembangannya. Berdasarkan hasil perhitungan didapatkan nilai Matriks IE (Internal Eksternal) pada titik (3,51;3,75) yakni berada di Kuadran I. Serta diagram analisis SWOT pada kuadran II titik (-0,78;0,01). Berdasarkan Matriks SWOT diperoleh strategi WO (Weakness - Opportunity) dengan fokus strategi dengan meminimalkan masalah dalam internal serta memaksimalkan peluang pasar yang ada dalam pengembangan UKM CV. Fawas Jaya di Kota Medan. CV. Fawas Jaya is a company operating in the food industry in the form of cookies, sponge cake, chips, sweets and nuts. CV. Fawas Jaya still has problems with its strategy in developing its business, resulting in sales levels that are not yet optimal, as well as a lack of public insight into the products produced by CV. Fawas Jaya. The aim of this research is to analyze the internal and external environment and formulate a CV UKM development strategy. Fawas Jaya in Medan City. The method used is SWOT Analysis (Strength, Weakness, Opportunity, Threat). SWOT analysis aims to provide a guide to be more focused from various points of view, both in terms of strengths and weaknesses as well as opportunities or threats, so a strategy is needed in its development. Based on the calculation results, the IE (Internal External) Matrix value is obtained at point (3.51; 3.75), which is in Quadrant I. As well as the SWOT analysis diagram at Quadrant II, point (-0.78; 0.01). Based on the SWOT Matrix, a WO (Weakness - Opportunity) strategy is obtained with a strategic focus on minimizing internal problems and maximizing market opportunities that exist in the development of CV UKM. Fawas Jaya in Medan City. Keywords: IE Matrix, Development Strategy, SWOT Analysis (Strength, Weakness, Opportunity, Threat), CV. Fawas Jaya.