Proceedings of the International Conference on Innovation and Technology (ICIT 2021)

Analysis of Business Development Strategy with Fuzzy SWOT Method (Case Study in the Potato Chips SMES Cluster)

Authors
Ainun Lady, Siti Asmaul Mustaniroh*, Retno Astuti
Department of Agro-industrial Technology, Faculty of Agricultural Technology, Universitas Brawijaya, Malang, Indonesia
*Corresponding author. Email: asmaul_m@ub.ac.id
Corresponding Author
Siti Asmaul Mustaniroh
Available Online 23 December 2021.
DOI
10.2991/aer.k.211221.001How to use a DOI?
Keywords
Cluster; Potato Chips; Quality; Strategy; Supply Chain
Abstract

Potato chips small and medium enterprises (SMEs) in Batu City were formed into 2 clusters (micro and small scale) based on production capacity, sales turnover, number of labor, and length of production operation. SMEs “Agronas Gizi Food” and “Gajah” are representatives from these clusters which have good performance. The level of competition for the potato chips SMEs is increasing, thus encouraging the owners to develop strategies for expanding the market. The problems faced by the potato chips SMEs include the unstable supply of raw materials and the inconsistent quality of potato chips. The purpose of this study was to analyze alternative business development strategies in the potato chips SMEs cluster based on supply chain institutions and product quality using the Fuzzy SWOT method. The variables were measured based on supply chain institutions (i.e. farmers to distributors) and the quality of the production (i.e. color, size, crispness, and consistency of shape) with two potato chips SMEs as respondents. The results showed that the alternative strategy for supply chain institutional development in the potato chips SMEs cluster, in particularly is increasing the cooperative model partnership in the supply of raw materials. The alternative strategy to improve product process quality is standardization in the production process and product quality based on SNI.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Conference on Innovation and Technology (ICIT 2021)
Series
Advances in Engineering Research
Publication Date
23 December 2021
ISBN
10.2991/aer.k.211221.001
ISSN
2352-5401
DOI
10.2991/aer.k.211221.001How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Ainun Lady
AU  - Siti Asmaul Mustaniroh
AU  - Retno Astuti
PY  - 2021
DA  - 2021/12/23
TI  - Analysis of Business Development Strategy with Fuzzy SWOT Method (Case Study in the Potato Chips SMES Cluster)
BT  - Proceedings of the International Conference on Innovation and Technology (ICIT 2021)
PB  - Atlantis Press
SP  - 1
EP  - 8
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.211221.001
DO  - 10.2991/aer.k.211221.001
ID  - Lady2021
ER  -