Strategi Pengembangan Usaha Pengolahan Tahu Berbasis Analisis SWOT Kuantitatif
DOI:
https://doi.org/10.30737/jintan.v6i1.7224Keywords:
Development strategy, Product quality, SWOT analysis, Tahu MARAbstract
UD Tahu MAR is a tofu processing enterprise established in 2006 in Kediri City and currently facing increasingly intense business competition. This study aims to examine the internal and external conditions of the enterprise and to formulate appropriate development strategies. The research employed a descriptive, quantitative method using SWOT analysis, structured through the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices. The results indicate that the enterprise has relatively dominant internal strengths, particularly in product quality and raw material selection, although it still faces limitations in capital, production facilities, and distribution coverage. From an external perspective, opportunities arise from increasing consumer interest in local food products and the use of digital media, while major threats include competition from similar enterprises and fluctuations in soybean prices. The recommended development strategy emphasizes optimizing product quality as a means of gaining a competitive advantage to respond to external pressures. This study is expected to provide practical insights for the development of small and medium-scale tofu enterprises.
Penelitian UD Tahu MAR merupakan usaha pengolahan tahu yang berdiri sejak tahun 2006 di Kota Kediri dan menghadapi persaingan usaha yang semakin intensif. Penelitian ini bertujuan untuk mengkaji kondisi internal dan eksternal usaha serta merumuskan strategi pengembangan yang sesuai. Penelitian menggunakan metode deskriptif dengan pendekatan kuantitatif melalui analisis SWOT yang disusun dalam Matriks Faktor Internal (IFAS) dan Matriks Faktor Eksternal (EFAS). Hasil analisis menunjukkan bahwa usaha memiliki kekuatan internal yang relatif dominan, terutama pada kualitas produk dan bahan baku, meskipun masih dihadapkan pada keterbatasan modal, sarana produksi, dan distribusi. Lingkungan eksternal menunjukkan adanya peluang dari meningkatnya minat konsumen terhadap produk lokal dan pemanfaatan media digital, namun disertai ancaman berupa persaingan usaha sejenis dan fluktuasi harga kedelai. Strategi pengembangan yang direkomendasikan berfokus pada optimalisasi kualitas produk sebagai keunggulan kompetitif untuk merespons tekanan lingkungan eksternal. Penelitian ini diharapkan dapat memberikan kontribusi praktis bagi pengembangan usaha tahu skala kecil dan menengah.
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