Analysis of UKM Maju Jaya Business Strategy in Facing New Normal in Tegal

Abstract

Maju Jaya Small and Medium Enterprises (SME) are SME engaged in the processing of fishery products, with the aim of marketing to the Tegal city area and outside the city. The processed fish products sold consist of: gold snails, fish lumpia, fish meatballs, tender, otak-otak, dragon legs, fish nuggets, techwan and fish dimsum. The company continues to innovate both in the production process and production. The traditional marketing system is an obstacle in increasing the amount of production considering the current pandemic conditions have resulted in the amount of production decreasing to 50% - 70%. The author analysis the business strategies applied in UKM Maju Jaya. The sampling method used purposive sampling method where the respondent acted as exspert adjustment. The purpose of this study: 1) Identify internal factors that are strengths and weaknesses and external factors that become opportunities and threats in the development of UKM Maju Jaya. 2) Formulate alternative strategies and order of priority strategies that can be applied in UKM Maju Jaya so that the business can develop. The results of the matrix analysis of IFE 2.94 and EFE obtained a value of 3.18. This value produces an IE matrix at the position of cell II which means that the nature of the strategy is to grow and build. The results of the IFE analysis and the EFE matrix produce six alternative priority strategies. The results of the QSPM matrix analysis resulted in a priority strategy which was to increase promotions on various social media sites and national markets so that sales and marketing reach of UKM Maju Jaya products increased and spread widely.