Analisis SWOT Dalam Strategi Pengembangan UMKM Pada Rumah Produksi Keripik Ubi Olis Kota Jambi

Penerapan Strategi Pengembangan UMKM Menggunakan Analisis SWOT

Abstract

This research aims to determine a good strategy to determine strengths, weaknesses,
opportunities and threats. SWOT analysis is used to obtain information from analysis
of the company's internal and external environment. This analysis is very important
for the development of UMKM for sweet potato chips. And to find out the
implementation of the strategy for developing UMKM for sweet potato chips in
Jambi City. The method used is qualitative, where the research analyzes and
describes the findings through observation, interviews and documentation. The data
sources used are primary and secondary data, as well as data validity techniques
using Tringulation. The results of this research are: expanding distribution locations,
implementing prices according to quality, additional product variants, and carrying
out promotions. And it is important for UMKM for sweet potato chips to prepare
themselves to be able to compete with large businesses, as well as formulating
marketing strategies regularly to remain competitive in a changing market. for a
SWOT analysis of (UMKM) Jambi City's Olis Sweet Potato Chips Production House
which is still below its competitors like in other places, this can be seen from the
strategies used by Olis Sweet Potato Chips UMKM entrepreneurs regarding the
situation or external and internal factors of UMKM entrepreneurs Olis Sweet Potato
Chips are taken from the results of weighting the total existing values.