Business Development Strategy Selection for Cracker Enterprises with SWOT and ANP Approaches


Pemilihan Strategi Pengembangan Usaha Kerupuk dengan Pendekatan SWOT dan ANP


  • (1) * Antika Yuspita Ningrum            Universitas Samudra  
            Indonesia

  • (2)  Nurlaila Handayani            Universitas Samudra  
            Indonesia

  • (3)  Wiky Sabardi            Universitas Samudra  
            Indonesia

    (*) Corresponding Author

Abstract

Tiara Kerupuk Merah business is still relatively new and development is still needed. The amount of cracker
production was less than the demand, this was due to limited human resources and production facilities that were stillnot optimal. From the existing problems, the Red Kerupuk Tiara Business requires a strategy to be able to overcome a problem and the business development process. The method used is SWOT (Strengths, Weaknesses, Opportunities,Threats) and ANP (Analytical Network Process). The results of the study from the SWOT analysis are that there are 6 (six) alternative strategies for developing the Red Tiara Kerupuk Business. The results of the ANP calculation are the first priority strategy with a value limit (0.057), namely opening branches in other locations/regions, the second priority strategy with a value limit (0.036), namely being a superior supplier for the restaurant industry, and the third priority strategy with a value limit ( 0.025) namely developing products to be distributed to supermarkets.

References

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Meliala, P., Abdillah, A., & Nabila, A. (t.t.). Analisis Penentuan Strategi Pemasaran Produk Menggunakan Metode Analytical Network Process (ANP) Pada Sentra Kerajinan Gerabah UMKM Satria Multi Flora. Prosiding IENACO.

Putranto, F. (2019). Strategi Pengembangan Usaha Mikro di Kota Samarinda. Riset Inossa, 1, 13–27.

Zalza, A., & Sumarsono, H. (2021). Strategi Prioritas Dalam Pengembangan Industri Pengolaahan Kripik Tempe Sanan di Kota Malang dengan Pendekatan Analytic Network Process (ANP). Ekonomi Bisnis dan Pendidikan, 1(10), 954–979.

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Published
2024-01-08
 
How to Cite
Ningrum, A. Y., Handayani, N., & Sabardi, W. (2024). Business Development Strategy Selection for Cracker Enterprises with SWOT and ANP Approaches. PROZIMA (Productivity, Optimization and Manufacturing System Engineering), 7(2), 84-93. https://doi.org/10.21070/prozima.v7i2.1636
Section
Articles