STRATEGI PENGEMBANGAN PRODUK BAWANG MERAH CRISPY MENGGUNAKAN TEKNIK ANALISIS SWOT

Abstract

Study aims to make a decision on the development strategy that will be applied to the crispy shallot product of PT Sinergi Brebes Inovatif. Through strategic planning the analysis of internal factors and external factors. The method used in this study is a qualitative descriptive method. Process of collecting data by means of interviews and questionnaires, the respondents in this study were all employees of PT SBI totaling 19 people. Data analysis in this study used SWOT analysis. Results of this study show that PT SBI's crispy shallot products are in cell IV in the IE matrix, which means it grows and develops. Strategy obtained through QSPM analysis is to maintain product quality despite the high market demand, highlight products that can be consumed by anyone and at any time so that they can be remembered by consumers as friendly and safe products, increase the retail market outside the Brebes Regency area by utilizing events organized by the government with the impression of local products that Go National, add packaging that is smaller than the actual size to overcome decrease in consumer purchasing power in event of social conditions such as the Covid-19 pandemic.