Business Development Strategy Selection for Cracker Enterprises with SWOT and ANP Approaches Pemilihan Strategi Pengembangan Usaha Kerupuk dengan Pendekatan SWOT dan ANP

Main Article Content

Antika Yuspita Ningrum
Nurlaila Handayani
Wiky Sabardi


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.

Article Details

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.


1. Fadli, M., & Yusnita, E. (2022). Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Tahu Menggunakan Metode SWOT Dan ANP Di UD. Tahu DK 16. Journal of Industrial and Manufacture Engineering, 6(10), 54–63.
2. Jufriyanto, M. (2020). Strategi Peningkatan Daya Saing dan Pengembangan Usaha Kerupuk Ikan Tuna Hj. Zainah dengan Analytic Network Process. Sains Teknologi dan Industri, 17, 65–72.
3. 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.
4. Putranto, F. (2019). Strategi Pengembangan Usaha Mikro di Kota Samarinda. Riset Inossa, 1, 13–27.
5. 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.