Business Development Strategy for Chocolate Rangginang Products at Kang Asrok’s Micro Small Business in Banjar City West Java Province

نویسندگان

چکیده

Kang Asrok is a small micro-business engaged in the food processing industry, namely rangicok, which uses rangginang as basic ingredient that innovated with various flavors to become today's maintains existence of traditional food. This study aims analyze internal and external environmental factors: weaknesses, strengths, threats, opportunities, formulate strategic alternatives business strategy priorities can be recommendation for Asrok. primary data from questionnaire 3 experts, observation interview owner, an online survey 20 respondents. three-stage analysis consisting input stage, matching decision stage. was conducted using tools such SWOT matrix, IFE, EFE IE QSP matrix. The results showed quadrant IV, means right growth build. Based on applied market penetration create brand awareness community towards product got STAS score 5,30. Keywords: QSPM, food,

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ژورنال

عنوان ژورنال: Jurnal Manajemen & Agribisnis

سال: 2022

ISSN: ['1693-5853', '2407-2524']

DOI: https://doi.org/10.17358/jma.19.1.119