STRATEGI BERSAING PADA INDUSTRI KERUPUK AMPLANG
ABSTRACT: Amplang crackers
processing industry is an industry with the use of raw materials mackerel. The
industry experienced a decline in competitiveness characterized by a decrease
in the amount of production and sales. The purpose of this study was to
determine the application of competitive strategy undertaken by the company and
to determine the competitive strategy that should be done by the company in an
effort to increase sales turnover. Data analysis methods used in this study are
IFAS matrix, the matrix EFAS, IE matrix, SWOT matrix. The results showed that
there were internal factors to play role as the strength of the industry: (1)
the production unit is close to the source of raw materials, (2) good raw
material quality, (3) the quality attributes that can satisfy consumers, (4)
relatively high venture capital, (5) the involvement of the family in a fairly
large extent (0.239), (6) the products are on the market, (7) relatively simple
technology used in production, (8) the volume of product sales constantly
increased annually. However, there were internal factors that contributed to
the weaknesses of this industry:(1) low level of workforce education, (2)
seasonal supply of raw material, (3) limited facilities and infrastructure
distribution of products, (4) not using diverse means of promotion, (5)
production siteis away from the product market. The external factors positively
influence the cracker industry were: (1) increasingly high customer loyalty,
(2) large market segment, (3) high sale potential, (4) supportive business
climate. External factors that were considered as threats were:(1) new
competitors, (2) supply of raw materials is dependent of natural conditions.
Based on the SWOT analysis of SO strategy, the most appropriate strategy was to
increase the availability of products in the market. SO strategy is used as a
basis to support aggressive growth policy
Penulis: Syaifur Rahman, Banun
Diyah Probowati, Supriyanto
Kode Jurnal: jppertaniandd140896
