Analisis Strategi Bisnis Pada Usaha Mikro Kecil dan Menengah (UMKM) Sempol Ayam Jawara

Sempol Ayam Jawara is a business that was started in 2022. Sempol Ayam Jawara had opened a branch in West Tulang Bawang Regency and collaborated with a business partner in East Lampung Regency but stopped operating due to relatively low sales. Sempol Ayam Jawara also faced a number of competitors who often offered variations of sempol and sauces and set very low prices, leading to unfair price competition. The business also faces problems related to spikes in raw material prices at certain times, which affect the size of production costs and profits earned. In addition, this chicken sempol business tends to be easily imitated due to its simple concept and common production materials. This study aims to determine the condition of Sempol Ayam Jawara business based on internal and external factors and find the right business strategy to be implemented by Sempol Ayam Jawara business. This research describes qualitative descriptive research. Qualitative research is intended to understand social phenomena from the angle or perspective of informants (Siyoto and Sodik, 2015: 14). Sempol Ayam Jawara business is in cell V (Growth) which offers a concentration strategy through horizontal integration. Based on the results of the SWOT matrix analysis, the highest score is obtained in the SO combination strategy that is 4.46. Then based on the results of the analysis on the QSPM matrix, the TAS value of market penetration obtained a higher value than product development, that is 4.96. So, the best alternative strategy to implement is market penetration.