Abstract
Taman Wisata Lebah is an apiculture-based agritourism business own by PT Madu Pramuka. The emergence of competition and shift in business, demanding companies to develop and choose good business strategies, to ensure the companies survivability. Therefore, Taman Wisata Lebah need to conduct research concerning business development strategy, so that the business run by Taman Wisata Lebah, can develop in accordance with the times. The purposes of this research are to know the internal and external company factors, to know some alternative business strategies, also to know the priority alternative strategies to Taman Wisata Lebah. The research used IFE and EFE matrix to identify external and internal factors, the SWOT and IE matrix to formulate appropriate alternative strategies, QSPM matrix to determine the best alternative strategies priority. Based on the results of this research, the best alternative strategy to be applied is to develop Gerakan Pramuka-based activities for students in the Taman Wisata Lebah agritourism areas.
Highlights
Tourism sector is an important sector for Indonesia
The strategy generally applied by the company at that position is the integration and intensive strategy
In another branch that has been owned by PT Madu Pramuka, so it can increase market share. (S2, S3, T1, T2, T3)
Summary
Tourism sector is an important sector for Indonesia. This sector has many contributions for Indonesia, especially on it’s GDP, which about 10% of all national GDP. PT Madu Pramuka have unique strategies to increase both consumers and company revenues, by combining beekeeping and tourism business This is achived by established an agrotourism name Taman Wisata Lebah or Bees Tourism Park, located in Istana Lebah (Bees Castle), Cibubur, East Jakarta (Apiari Pramuka, 2013). After the emergence of agreements between countries, because of globalization as in the AEC, which has been active since 2016, as well as with other international agreements (Indonesia Investment, 2016) Based on these matters, the company needs research with the topic of business development strategy, so that the agro-business based on TWL honey bee owned by PT Madu Pramuka can increase the profit and develop the business.
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