BUSINESS STRATEGY ANALYSIS OF NIE BOLEN BAKERY PURWAKARTA WITH STRATEGIC MANAGEMENT MATRIX FORMULATION
Neti Hernawati1 , Lili Adi Wibowo 2

Magister Manajemen Universitas Pendidikan Indonesia

Abstract

This study aims to identify the right business strategy to implement and be competitive at Nie Bolen Bakery in Purwakarta. Nie Bolen Purwakarta faces competition from many reputable local bakery, cake & pastry businesses in Purwakarta City. SWOT analysis is applied to identify and analyze the factors that influence Nie Bolen Bakery^s business by identifying the areas of production, marketing, human resource management, finance and information management strategy. The research method used is descriptive qualitative research. Observation data collection techniques, interviews, and documentation. Several test methods are steps of the SWOT analysis test, including using the IFE Matrix, EFE Matrix, IE Matrix, SPACE matrix, TOWS Strategy Matrix, BCG matrix, and QSPM matrix. The output of this study is an analysis of internal and external factors through the calculation of the IFE matrix and the EFE matrix with a total score of 2.52 and 2.6 for each output. The SWOT results explain that Nie Bolen Bakery is in Quadrant I, which means that Nie Bolen Purwakarta is in a Growth position and illustrates that the company^s internal factors are in a strong state. Strategies that can be carried out are market development strategies and product development strategies. Thus, the marketing strategy that can be implemented by Nie Bolen Purwakarta is an Aggressive Strategy, namely the company must be able to develop existing strengths and increase and maintain existing opportunities in the midst of increasingly fierce competition. The SO strategy is also recommended to be used, namely by increasing product quality and quality, increasing online sales promotions and continuously innovating products.

Keywords: Strategic Management, Business Strategy, SWOT Matrix, IFE Matrix, EFE matrix, BCG Matrix

Topic: Strategic Management, Entrepreneurship