A ANALYSIS OF BUSINESS DEVELOPMENT STRATEGY USING SWOT AND QSPM APPROACHES (CASE STUDY OF TOFU SMES IN SALATIGA CITY)
DOI:
https://doi.org/10.32497/aamar.v5i2.7571Keywords:
Business Development Strategy, QSPM, SWOT, Tofu SMEsAbstract
This study aims to analyze business development strategies for tofu SMEs in Salatiga City using the SWOT and QSPM approaches. This research employs a descriptive qualitative method with a case study design. Data were collected through observation, interviews, and questionnaires. The analysis was conducted in three stages: the input stage using the IFE and EFE matrices, the matching stage using the IE and SWOT matrices, and the decision stage using QSPM.
The results show that the IFE score is 2.853 and the EFE score is 2.687, placing the business in Quadrant V (Hold and Maintain). The recommended strategies are market penetration and product development. The SWOT analysis generated eight alternative strategies, and based on the QSPM results, the most appropriate strategy is utilizing digital marketing through social media and online platforms, as well as installing business banners, with a Total Attractive Score (TAS) of 6.85.
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