Analisis Strategi Pengembangan Usaha “Lapis Bogor Sangkuriang” Kota Bogor Jawa Barat

Abstract

“Lapis Bogor Sangkuriang” (“LBS”) is a company that produces layered cake and brownies as souvenirs typical of Bogor. This study aims to identify the internal and external factors, analyzing alternative strategy, and recommends priority strategies. Research using the IFE, EFE, IE, SWOT and QSPM. The results show that the company’s internal condition of the location,product certification, product quality, distribution channel, division of tasks, bookkeeping system, the communication between the owner and employees, servicing, payment systems, promotions, lands outlets, equipment, web site, as well as research and development. Research also shows the company’s external condition, which economic growth, spending population, increasing population, government support, tourist areas, development of technology, bargaining power of suppliers, inflation, amount of processed food manufacturers, industry entry barriers, development of other products, and strength of the buyer. Based on analysis using matrix IE,“LBS” are in a position to keep and maintain (fifth cell). Based on the SWOT analysis produced eight alternative strategies. Priority strategy based on the matrix QSP, “LBS” can use strategy to open new outlets in other areas in Bogor city.