Business Development Strategy Using Swot Analysis at Home Business Lilis Bolu Purwasari Karawang

Abstract

Home business Lilis Bolu Purwasari is one of the home-based businesses engaged in culinary. This business has interests and opportunities that are quite promising for the future of the business. However, the shortcomings and constraints that this business has have made the business development of the Lilis Bolu home-based business not have a large and monotonous improvement. For the sake of the simplicity of this home-based business, it is necessary to hold a business development by minimizing the shortcomings or constraints of this effort to achieve great opportunities. The method used in this research is qualitative descriptive, where the research is structured to describe the real situation in the research area. And to develop a business development strategy, this study uses the SWOT analysis method. The results of the SWOT analysis show the IFAS value in the Lilis Bolu home-based business obtained a score of 2,24 and the EFAS value in this business obtained a score of 2,47. From these results it can be seen that the position of this home business using the Internal External Matrix (IE) is in the cell position 5 (five), which means that the home business is in a growth stability situation. Judging from the current position of the Lilis Bolu home business, development strategies are suitable to be implemented is the Weakness Opportunities (WO) strategy. In this strategy the company will focus on reducing or overcoming shortcomings to achieve greater opportunities.