STRATEGI PENGEMBANGAN USAHA KECAP (STUDI KASUS PERUSAHAAN KECAP MIROSO DI KABUPATEN KLATEN)

Abstract

Abstract: Soya sauce Company Mirosoone of soya sauce company located in Klaten district that still has the potential to be developed. This study aims to identify the strengths, weaknesses, opportunities and threats; formulate strategic alternatives; and a strategic priority for the Company Soya sauce Miroso. Principal method used is descriptive analytic case study technique. The analytical tool used is the IFE matrix, EFE Matrix, SWOT Matrix and Matrix QSP. The results showed that Miroso Soya sauce Company is in the first quadrant (Progressive). Alternative development strategies for the Company Soya sauce Miroso include: Improved quality of human resources through training in order to maintain the quality of products, diversification of product packaging soya sauce to the sachet to add a new market segment to householders, stipulate SOP (Standard Operating Procedure) in carrying out the production process in order to maintain quality the resulting soya sauce, soya sauce marketing to new areas in order to increase sales volume which increased the company's turnover. QSP strategic priorities based matrix obtained a score of 5.9635 is the diversification of packaging products to the soya sauce sachet in order to add new market segments in consumer households.

Keywords: Soya sauce Company Miroso, SWOT, QSPM.