Detail Cantuman

ABSTRACT
UD.Pramita Salsabila in the village of Lojejer Wuluhan District of Jember is a domestic industries in the bussiness of making brown sugar. Product demand continues to increase and has not been fulfilled. Therefore, business development strategies of sugarare needed. This study aims to: 1) analyze the internal and external strategic factors affecting business development, 2) formulate alternative business development strategies and (3) determining the priority of business development strategies brown sugar at UD. Pramita Salsabila in Lojejer Wuluhan. Data analysis methods used to analyze the internal and external factors are IFE Matrix and Matrix EFE, to find alternative business development strategy using IE Matrix and Matrix SWOT, while to know the priority of business development strategy used Analytical Hierarchy Process (AHP). The results showed: (1) The internal factors which become the main force which is owned by the industry is the formula, while the major weakness of the industry is the provision of refined crystal sugar. External factors that become the main opportunities is an increasing demand from industry, while the main threat is government regulation on the distribution of refined crystal sugar, (2) The position of the industry is in cell V, and in this position can be managed through a strategy of keeping and maintaining the selection of market penetration strategies and product development and (3) Priority strategies include: (a) WO strategy, the addition of capital through the KUR program of financial institutions / banks, (b) the strategy SO1 namely market penetration by increasing sales of existing products in existing markets through marketing efforts more intensive, (c) ST strategy is the development of new formulas that produce products at a price that is cheaper or equal to competitors, (d) WT strategy, namely the replacement of crystal sugar refined with white crystal sugar in the process of making brown sugar to anticipate the scarcity of sugar crystals refined and (e) SO2 strategy that product development is done to increase sales by modifying the shape, color display packaging existing products in accordance with the competitor's product.
Keywords: business, brown sugar, strategy development