PERANCANGAN STRATEGI BISNIS UNTUK USAHA KECIL MENENGAH GEROBAK PISPOT(PISANG SPOT) DI ROYAL PLAZA SURABAYA
Abstract
Abstrak Banyaknya pelaku bisnis yang mencoba merambah bisnis kuliner menyebabkan persaingan antar pelaku bisnis kuliner cukup tinggi khusunya di Royal Plaza Surabaya. UKM Gerobak Pispot harus memiliki strategi bisnis yang tepat agar dapat bersaing dengan para kompetitor. Pertama dilakukan analisis kompetitif untuk mengetahui struktur industri dan analisis SWOT untuk mengetahui kondisi internal dan eksternal perusahaan. Tahap input pada strategi bisnis meliputi EFEM, IFEM, dan CPM. Total nilai tertimbang pada EFEM dan IFEM adalah 2,91 dan 2,62, sedangkan total nilai pada hasil CPM sebesar 2,99. Tahap pencocokan menggunakan TOWS matriks, matriks IE, dan GSM. Matriks IE didapatkan perusahaan berada pada bagian V yaitu pertahankan dan pelihara, sedangkan GSM tergolong kuadran I dimana pertumbuhan pasar cepat dan posisi pesaing yang kuat. Tahap keputusan menggunakan QSPM dan didapatkan total nilai daya tarik paling tinggi adalah strategi penetrasi pasar dengan nilai 6,03. Strategi usulan tersebut diimplementasikan kepada produk dari UKM Gerobak Pispot. Dalam penelitian ini strategi pemasaran yang digunakan menggunakan analisis kuadran dan bauran pemasaran. Variabel yang harus ditingkatkan pada analisis kuadran ialah variabel selalu mengikuti event kuliner dan brand terkemuka. Bauran pemasaran membahas tentang product, price, place dan promotion.
Kata kunci: strategi bisnis, strategi pemasaran
Abstract The increasing of entrepreneurs in culinary field cause the strict rivalry between them, specifically in Royal Plaza Surabaya. The small-middle trade like Gerobak Pispot needs to have a good business strategy to complete with the competitors. Competitive analysis is commited as the first step to know the structure of industry ans SWOT analysis was also done to know the internal and external condition oh the company. The step of input in business strategy consisting of EFEM, IFEM and CPM. The score total of EFEM and IFEM is 2,91 and 2,62, whereas the score total of CPM is 2,99. TOWS matrix, IE matrix and GSM matrix are applied during the matching step. Keep up the work in the IE matrix is gained in the quadrant I as it consists of the quick market growth and it is considered as the strong competitor. QSPM is used in decision stage and it gains 6,03 as the higest score in market penetration strategy. Those suggestion is applied in the product of UKM Gerobak Pispot. Quadrant analysis and marketing mix are used as the marketing strategy in this study. Variable in joining culinary event and populat brand need to improved in quadrant analysis. Product, price, place and promotion are explained as the marketing mix.
Keywords: business strategy, marketing strategy
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References
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