STRATEGI PENGEMBANGAN USAHA MIKRO PENGOLAHAN GULA AREN DI DESA RAMBAH TENGAH BARAT KECAMATAN RAMBAH KABUPATEN ROKAN HULU

Abstract

This study aimed to determine the factors of strengths, weaknesses, opportunities and threats of business along with the developing strategy of palm sugar micro industries in Rambah Tengah Barat Village, Rambah District, Rokan Hulu Regency in order to improve in the future. Data collecting technique used questionnaire involved 14 palm sugar industries in Rambah Tengah Barat village. The data analysis used SWOT analysis, IFAS and EFAS matrix. Based on the analysis result, it is known that the main strength factors were palm sugar processing which is relatively easy and simple and the required capital is relatively cheap compared to other industries. The main weakness factors were limited agricultural land and lack of promotional media in marketing the product. The main opportunity factors were the process of palm sugar can be processed into other products with a higher selling value, and the number of palm sugar entrepreneurs is reduced. The main threat factors were palm sugar products from other regions that already have quality standards, and there are substitute products that are cheaper in price. Based on the results of the analysis of the quadrant diagram and SWOT matrix, the palm sugar processing industry in Rambah Tengah Barat village is in quadrant I, which is the aggressive strategy and also the use of the SO strategy by utilizing all strengths to seize and take full advantage of opportunities. So it is highly recommended that with relatively cheap capital it can be allocated to purchase special packaging with a brand, so that the aesthetic value of palm sugar products is higher and add other types of processed palm sugar such as ant sugar, palm sugar dodol, palm sugar honey, and kolang-kaling. Renting palm trees belonging to industrial entrepreneurs who have stopped operating in order to increase the amount of essence production.

Keywords: Development Strategy, Micro Industry, Palm Sugar