ANALISIS USAHA DAN STRATEGI PENGEMBANGAN INDUSTRI ROTI BAKAR KHAS BANDUNG DI KOTA PEKANBARU

Abstract

Bandung's typical toast industry business is one of the businesses that remain and has its own market, it is supported by many consumer demand for the business of bandung's typical toast industry in Pekanbaru City.This is one of the driving factors of bandung's typical toast industry business in Pekanbaru city to be able to develop considering its marketing targets for now have entered into all ages.The location of the research was conducted on all businesses typical of Bandung toast industry in pekanbaru city with a sample number of 3 businesses.The types of data sources used are primary and secondary data.Data analysis methods are used using SWOT analysis and formulating strategies with IFAS and EFAS matrix analysis. The result of this research is a typical bandung toast industry business in the city of Pekanbaru is in quadrant II (Diversification).The strategy that needs to be applied is ST (strength-treaths), this strategy is created by using the power that businesses have to overcome threats.In this result, bandung's typical toast industry business despite facing various threats, this business still has strength in terms of internal.On the IFAS matrix (0.19) and on the EFAS matrix (-1.08). ST strategy that needs to be applied in the form of: 1) Improving good management skills to be able to compete with other typical Bandung toast industry businesses.2) Minimize the cost of sales so that it is not difficult to determine the market price.

Keywords: Analysis, Strategy, Bandung Toast Industry, SWOT