BANANA CHIPS BUSINESS DEVELOPMENT STRATEGY (Case Study of the Sangkanhurip UKM Banana Chips Business in Cisontrol Village, Rancah District, Ciamis Regency).

Abstract

The Sangkanhurip SME banana chip business was established in 2015; however, it still employs traditional production methods, resulting in somewhat slow business growth. This study aims to identify: (1) the internal factors influencing the business development of the Sangkanhurip SME banana chip business in Cisontrol Village, Rancah District, Ciamis Regency; (2) the external factors influencing the business development of the Sangkanhurip SME banana chip business; and (3) development strategies applicable to the Sangkanhurip SME banana chip business. The research employs SWOT analysis. The study results indicate: (1) Internal factors consist of strengths and weaknesses; strengths include the company's experience, good banana quality, a strategic location, and adequate business capital, while weaknesses include outdated technology, simple product packaging, a lack of flavor variants, and insufficient promotion. (2) External factors consist of opportunities and threats; opportunities for Sangkanhurip SME include raw material availability, economic growth, a wide-open market, and the presence of loyal customers, while threats include rising transportation costs, increased raw material prices, customers switching to competitors, and weak consumer purchasing power. (3) The development strategy applicable to the Sangkanhurip SME banana chip business is the Strength-Opportunity (S-O) strategy, wherein the company leverages its experience by maintaining and improving production quality while expanding its marketing network.