ANALISIS LINGKUNGAN INTERNAL DAN EKSTERNAL PADA UKM KERUPUK IKAN GABUS YUK ANGKUT

Authors

  • Indah Putri Sundari Universitas Muhammadiyah Riau
  • Santa Destia Wati Universitas Muhammadiyah Riau
  • Safina Safina Universitas Muhammadiyah Riau
  • Dian Puji Puspita Sari Universitas Muhammadiyah Riau

DOI:

https://doi.org/10.37385/raj.v1i3.305

Keywords:

Strengths, weaknesses, opportunities, threats, SWOT analysis

Abstract

The development of industry in the world is increasing rapidly so that it can lead to intense competition between companies or industries to produce quality products. Companies that have been established certainly want to develop and improve the quality of their products. This study aims to determine the strengths and weaknesses (internal environment) as well as opportunities and threats (external environment) faced by Yuk Angkut Snakehead Fish Cracker SMEs. This study uses a qualitative method with data collection techniques consisting of interviews and observations. The analysis technique used is source triangulation and data narration. The results of the study show that the strengths of the business are quality products, halal certification, good market segmentation, practical packaging design, free distribution, strategic locations. While the weaknesses of these efforts include lack of technological knowledge, inadequate human resources, and lack of time efficiency. Business opportunities consist of strategic business locations, job opportunities, technological developments, and many media for promotion. Furthermore, the business threats consist of rising prices of raw materials, the number of other cracker businesses, and declining sales.

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Published

2021-11-27