BUSINESS DEVELOPMENT STRATEGY THROUGH SWOT ANALYSIS APPROACH IN UMIABI PEMPEK UMKM IN PALEMBANG CITY

Abstract

Pempek Umiabi is a culinary MSME that sells typical Palembang food products, namely Pempek. Pempek Umiabi consumers are currently starting to expand to various cities in Indonesia by selling online through e-commerce applications. The current problem is how to increase sales to various consumers in Palembang City while selling online to all cities in Indonesia. Pempek Umiabi needs to identify the company's environment both internally and externally using IE Matrix analysis to determine the business position and formulate strategies as alternative business strategies and their implications for marketing that can be used as recommendations in future policy making. The type of research used is descriptive qualitative. Data were collected using methods with in-depth interview techniques and field observations guided by questionnaires and observing supporting documents such as websites and social media accounts. Respondents in the study numbered 8 people consisting of employees and owners. The collected data were analyzed using the IFAS-EFAS matrix. Based on the results of the IE matrix analysis for the present and future, Pempek Umiabi is in Quadrant IV. In this condition, the company has potential with large market opportunities but faces obstacles originating from within the company. One strategy that can be used is to minimize internal problems in order to seize market opportunities. This strategy involves creating strategies that minimize weaknesses and avoid threats.