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All Journal Jurnal Kewirausahaan dan Inovasi
Marpaung, Frans Yuda Yonathan
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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FORMULASI STRATEGI DALAM MENCAPAI KEUNGGULAN BERSAING Marpaung, Frans Yuda Yonathan; Prabandari, Sri Palupi
Jurnal Kewirausahaan dan Inovasi Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2022.01.1.08

Abstract

Café Sawah Pujonkidul Tourism Village is a business unit of BUMDes Sumber Sejahtera. Café Sawah Pujonkidul Tourism Village needs to develop its strategy, especially due to being affected by the current pandemic. The purpose of this research is to produce a strategy that can be used by the company for its business development. The formulation of the appropriate strategy is carried out in three strategic stages, namely the IFE and EFE matrices to determine the strengths, weaknesses, opportunities, and threats. Then the SWOT Matrix to find out where the company is. Then determine the strategy with QSPM. The method used in this research is qualitative, so the form of the results of this study is in the form of writing. Data were collected through interviews and observations. The data was analyzed using management analysis tools. A suitable strategy used by Café Sawah Pujonkidul Tourism Village is market penetration. The alternative market penetration strategy got a score of 6.08, higher than the product development strategy which got a score of 5.49.
Co-Authors Sri Palupi Prabandari