Formulasi Strategi Dengan Menggunakan Tows Matriks Dan Qspm Pada Kaka Coffee

Raphael Carl Forgatty Silaen, Rina Djunita Pasaribu, Moh. Riza Sutjipto

Abstract

Abstrak UMKM menjadi sektor penting penopang perekonomian Indonesia. Beberapa tahun terakhir, Kota Bandung sedang mengalami pertumbuhan industri makanan dan minuman pada skala besar. Salah satunya usaha kedai kopi, yang terus berkembang pesat sehingga tingkat persaingan bisnisnya cukup ketat, seperti Kaka Cofee yang mengalami penurunan penjualan pada September-Desember 2019. Hal ini melatarbelakangi penulis untuk mengatasi kondisi dan permasalahan saat menghadapi persaingan antar usaha. Metode penelitian yang digunakan adalah metode kualitatif deskriptif, tekniknya adalah studi dokumentasi, wawancara dilengkapi dengan angket dan secara waktu cross sectional. Objek penelitian adalah unit usaha Kaka Coffee dengan responden penelitian 3 (tiga) pegawai dan 3(tiga) pelanggan. Dari hasil analisis SWOT, matriks IE menghasilkan total skor IFE 3,45 menunjukkan posisi internal perusahaan masuk dalam kategori kuat. Sedangkan total skor EFE 3,16 menunjukkan posisi eksternal perusahaan dalam kategori kuat juga. Selanjutnya dari matriks TOWS diperoleh empat strategi alternatif terdiri dari 1 strategi SO, 1 strategi WO, 1 strategi ST, dan 1 strategi WT, yang termasuk ke dalam kategori strategi penetrasi pasar, pengembangan pasar ataupun pengembangan produk. Kesimpulan penelitian, dari rangkaian hasil analisis di atas dilanjutkan pemilihan strategi alternatif dengan matriks QSPM diperoleh prioritas strategi bagi Kaka Coffee adalah strategi penetrasi pasar melalui promosi es Kopi Soda Lemon untuk merebut konsumen pesaing. Kata Kunci : Formulasi Strategi, Matriks TOWS , QSPM Abstract MSMEs are an important sector supporting the Indonesian economy. In recent years, the city of Bandung is experiencing the growth of the food and beverage industry on a large scale. One of them is the coffee shop business, which continues to grow rapidly so that the level of business competition is quite tight, such as Kaka Cofee which experienced a decline in sales in September-December 2019. This was the background for the author to overcome conditions and problems when facing competition between businesses. The research method used is descriptive qualitative method, the techniques are documentation studies, interviews equipped with questionnaires and by time this is cross sectional. The object of research is the Kaka Coffee business unit with 3 (three) employees and 3 (three) customers as research respondents. From the results of the SWOT analysis, the IE matrix produces a total IFE score of 3.45 indicating the company's internal position is in the strong category. Meanwhile, the total EFE score of 3.16 indicates that the company's external position is in a strong category as well. Furthermore, the TOWS matrix obtained four alternative strategies consisting of 1 SO strategy, 1 WO strategy, 1 ST strategy, and 1 WT strategy, which fall into the categories of market penetration strategy, market development or product development. The conclusion of the research, from the series of analysis results above, followed by the selection of alternative strategies with the QSPM matrix, the priority strategy for Kaka Coffee is the market penetration strategy through the promotion of Lemon Soda Coffee ice to win competing consumers. Keywords: Strategy Formulation, TOWS Matrix, QSPM

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