1. Home
  2. Vol 2, No 1 (2023)
  3. Junaida

SWOT Analysis in Determining Rega Bakery and Cake Business Strategy in Langsa City

Erni Junaida(1), Suri Amilia(2), Nurlaila Hanum(3), Dyah Ayu Ardianti(4),


(1) Universitas Samudra
(2) Universitas Samudra
(3) Universitas Samudra
(4) Universitas Samudra
Corresponding Author

Abstract


The purpose of this study is to determine the right and competitive business strategy in maintaining and developing the Rega Bakery and Cake bakery business in Langsa City. This type of research is qualitative research. Data collection was carried out by interviews and document studies. Source determination using purposive sampling technique. Data validity was tested by source triangulation. The data analysis method used is an analysis of the company's internal and external environment which is the basis for conducting a SWOT analysis. The results of the study are that Rega Bakery and Cake is in quadrant II and the strategy that must be implemented is a diversification strategy through market penetration by expanding market share through marketing/promotion efforts, market development by expanding market share geographically is a new area and product development by modifying the product . It is recommended that this business always improve service quality with the concept of Customer Oriented. Provide good facilities for customers. Carry out marketing activities on a regular basis with accuracy and precision and neatness to increase revenue.

Keywords


SWOT Analysis, Business Strategy

References


Anggraini, R., Nursanti, E., & W., J. H. G. (2019). Usulan Manajemen Strategi Peningkatan Penjualan Roti Pada Angsa Cake & Bakery Malang (Studi Kasus UMKM Angsa Cake & Bakery Malang). Jurnal Valtech, 5(4), 384–397. https://ejournal.itn.ac.id/index.php/valtech/article/view/3851

Chendera, A. Y., & Indriyani, R. (2016). Analisis Strategi Bersaing Conato Bakery Jember. Agora, 4(1), 540–549. https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/6529

David, F. R. (2011). Manajemen Strategis (12th ed.). Salemba Empat.

Ernawan, H., & Poernomo, E. (2016). Strategi Bisnis Usaha Kue Bakpia " Hikmah Bakery " Dijalan Margorejo Surabaya. Jurnal Bisnis Indonesia, 7(2), 103.

Febrianti, D., Rahmadani, L., Ramadhani, S., Azara Lailatul Hidayah, S., & Puji Puspita Sari, D. (2021). Analisis Strategi Bisnis Roti Pada Nadhira Napoleon Pekanbaru. Jurnal Pendidikan Tambusai, 5(2), 3593–3599. https://doi.org/10.31004/jptam.v5i2.1388

Hatta, I. H., Riskarini, D., & Ichwani, T. (2018). Sme Business Development Strategy: Swot and Efe-Efi Analysis. Jurnal Aplikasi Manajemen, 16(3), 537–543. https://doi.org/10.21776/ub.jam.2018.016.03.19

Idrus, M. I. (2018). Business Strategy Of Maros Barandasi Bread On Small And Medium Enterprises In Maros Regency Of South Sulawesi. International Journal of Education and Research, 6(3), 75–82.

Jessica, N., & Indriyani, R. (2017). Analisis Business Model Canvas Pada Tirotti Bakery. Agora, 5(3), 1–8. http://publication.petra.ac.id/index.php/manajemen-bisnis/article/download/6111/5609

Miharja, K. (2018). Analisa SWOT Dalam Menentukan Strategi Bisnis Susu Murni Q-Milk. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 2(1), 30–38. https://doi.org/10.31311/jeco.v2i1.2252

Pasaribu, H. F. (2018). Penerapan Analisis Swot Dalam Strategi Pemasaran Pada PT. Arma Anugerah Abadi Medan. Skripsi, 1–91. http://repository.uinsu.ac.id/5198/

Permata, E. G., Kusumanto, I., Nur, M., & Sijabat, M. N. (2019). Analisis Strategi Pemasaran Dengan Menggunakan Metode SWT dan AHP Untuk Meningkatkan Volume Penjualan (Studi Kasus: Toko Roti Ayah Bakery). Teknik Industri, November, 609–616.

Primawardana, T., & Indriyani, R. (2015). Strategi Pengembangan Usaha Pada “Yulia Bakery” Sidoarjo. Agora, 3(364–372), 273–274.

Sugiyono. (2012). Memahami Penelitian Kualitatif. Alfabeta.

Zulkarnain, A., Wahyuningtias, D., & Putranto, T. S. (2018). Analysis of IFE, EFE and QSPM matrix on business development strategy. IOP Conference Series: Earth and Environmental Science, 126(1). https://doi.org/10.1088/1755-1315/126/1/012062


Full Text: PDF

Article Metrics

Abstract View : 614 times
PDF Download : 597 times

DOI: 10.57235/jambuair.v2i1.416

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Erni Junaida

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.