ANALISIS SWOT PADA "WARUNG GET BREAK" DI SURABAYA

Arum, Admira Puspita (2021) ANALISIS SWOT PADA "WARUNG GET BREAK" DI SURABAYA. Diploma thesis, Politeknik NSC Surabaya.

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Abstract

The increasingly difficult economic conditions have become one of the triggers for
the emergence of community ideas for independent entrepreneurship, which we
are more familiar with as Micro, Small and Medium Enterprises (UMKM). Like
the food stall business, UMKM are one of the most strategic sectors for the people
of Indonesia. So, in their business UMKM activities, including Warung Get Break,
must make business strategies so that the businesses on the streets survive in
business competition. The purpose of this study was to determine the role of
SWOT analysis at Warung Get Break in Surabaya. In this study, the focus of
research is how to optimize the SWOT analysis for Warung Get Break, especially
in the UMKM industry. The research method used in this research is descriptive
research, while the data collection techniques used are interviews, observation,
and documentation. Based on the results of research conducted at Warung Get
Break, it can be concluded that Warung Get Break has implemented a SWOT
analysis, but it is not optimal. This can be seen based on the value weights
through the Internal Factor Evaluation Matrix (IFE Matrix) and the External
Factor Evaluation Matrix (EFE Matrix) which shows that the position of
Strengths and Opportunities has a higher weight value when compared to the
weighted value of Threats and Weaknesses.

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