Strategi Pengembangan Usaha Kecil Apple Pie Group (Studi Kasus di Unit Usaha Pia Apple Pie, Bogor)

Abstract

Apple (Malus sylvestris mill) is an annual subtropical plant rich in fiber. It was brought from America to Europe, and is now known all over the world, including Indonesia. Increasing the economical value of local apple can be made through product diversification, which is processing apple into high quality products. The high potential of apple as a commodity has motivated the growth of food manufacturing industry, both small and big scales to provide semi-processed raw material to its end product. One of this kind of industry is PIA Apple Pie in Bogor. The objectives of this study are (1) to study the form of development of the PIA Apple Pie business, (2) to analyze the influence of consumersA¢â‚¬â„¢ preference in marketing the product, and (3) to analyze the prospect of the development of apple pie business made by PIA Apple Pie in Bogor through the arrangement of the development strategy. The descriptive method was used in collecting the data of raw material, market prospect and finance. The tools of analysis used were IFE (Internal Factor Evaluation), EFE (External Factor Evaluation), IPA (Importance Performance Analysis), and the SWOT (Strength, Weaknesses, Opportunities, and Threats). Based on IPA, there were four quadrants that show the criteria of each attribute. The attribute that needs to be focused on, and therefore should get priority in its improvement of performance are the price of product, the easiness to get the product, the employeesA¢â‚¬â„¢ hospitality, the parking area, and the store business hours. The result of the analysis of IE matrix showed an internal factor of 2.941 and an external factor of 2.892, which put the business in quadrant V, which are growth and stability. These factors showed that PIA Apple Pie seriously responded to opportunities and threats, and showed a strong internal condition. Based on the SWOT analysis, some alternative marketing strategies that are based on mixed marketing are (1) the product strategy, by making modification of new innovation in product development, to maintain different pie sizes, to maintain the company image and position, (2) the price strategy, by launching economic packages and giving extra pies for a certain amount of transaction, (3) the location strategy by opening new branches within easy access which has a large and comfortable parking area, and (4) the promotion strategy, by advertorial and sales force. Keywords : Apple Pie, IPA, SWOT, marketing strategiest, local apple