Analysis of the business development strategy for La Sampe's red sugar in Kabawo District, Muna Regency

Abstrak

There has been significant instability in gula merah sales within five years. This sales volatility is caused by several factors, both external and internal, ranging from factors that directly affect the production process to other factors outside the production process. Given these conditions, Gula Merah La Sampe needs to design the right business development strategy to develop its business, in order to be able to survive in increasingly fierce competition and to face an increasingly changing environment. The type of data that will be used in this research is descriptive qualitative data. Informants in this study were business owners of Gula Merah La Sampe, 3 employees, and 1 consumer. So that the number of informants in this study was as many as 5 people. Based on the results of the SWOT analysis, the Gula Merah La Sampe business is in quadrant I (growth), which is a very profitable situation for the company, with opportunities and strengths that can of leveraged. The strategy that must be applied in this condition is to support aggressive growth policies (growth-oriented strategy). Thus, a development strategy that is very likely to be carried out by the Gula Merah La Sampe business includes: (1) maintaining good quality Gula Merah products for consumer satisfaction, (2) maintaining good relations with customers, (3) conducting promotions so that the product can be known more widely.

Kata kunci

• Pengembangan Usaha
• Strategi