Analisis Strategi Pengembangan Bisnis (Studi Kasus UMKM Petshop Sharif Kayuringin Jaya Bekasi Selatan)

Sharif, Muhammad Anwar (2026) Analisis Strategi Pengembangan Bisnis (Studi Kasus UMKM Petshop Sharif Kayuringin Jaya Bekasi Selatan). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the business development strategies of the Sharif Kayuringin Jaya Bekasi Selatan Pet Shop, a small and medium-sized enterprise (SME). The Sharif Pet Shop faces various challenges in running its business, such as limited marketing, suboptimal use of digital media, and increasing competition from similar businesses in the South Bekasi area. This study employs a descriptive qualitative research method. The data analysis techniques used include an analysis of the internal and external environments through the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, Internal-External (IE) Matrix, Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, and the Quantitative Strategic Planning Matrix (QSPM). The results indicate that Petshop Sharif is positioned in Quadrant I, with an IFE Matrix score of 1.83 and an EFE Matrix score of 1.06, indicating conditions that support business growth; therefore, the appropriate strategy to implement is an aggressive strategy (growth-oriented strategy). This strategy emphasizes leveraging all of the business’s strengths to maximize available market opportunities. Furthermore, the results of the QSPM Matrix analysis for Petshop Sharif indicate that priority should be given to strategies for developing veterinary consultation services, grooming, and pet boarding, as well as online sales strategies on marketplaces.

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