Abstract
Aims: This study aims to analyze the strategic development of UMKM Ibu AAS's tilapia fish floss processing business, evaluating its internal and external factors to determine appropriate growth strategies. Study Design: The research follows a case study design focusing on a single business unit, UMKM Ibu AAS, to understand its operational, financial, and strategic aspects. Place and Duration of Study: The study was conducted at UMKM Ibu AAS, Cijambe Village, Subang District, over a period of six months from January to June 2021. Methodology: This study employed qualitative and quantitative methods, including SWOT analysis, financial analysis, and observational techniques. The financial analysis covered short-term and long-term aspects, while the SWOT analysis helped identify the strengths, weaknesses, opportunities, and threats of the business. Primary data were collected from business records, interviews with key personnel, and direct observations. Results: The study revealed that UMKM Ibu AAS, despite having solid operational strengths and a strategic location, faces challenges in capital limitation and high production costs. The business shows potential for growth, indicated by a strong market demand and advantageous relationships with consumers. Financial analysis suggest profitability with an R/C ratio of 2.027, indicating efficient revenue generation against costs. The SWOT analysis positions the business in Quadrant I, suitable for aggressive growth strategies focusing on exploiting strengths and opportunities. Conclusion: UMKM Ibu AAS has a promising future in the tilapia fish floss industry, contingent on strategic capital investment and efficient management. The study recommends adopting aggressive growth strategies, enhancing production technology, expanding market reach, and establishing stronger partnerships to capitalize on the available opportunities.
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