Analisa SWOT Produk Kuliner Oleh-oleh Khas Batam "Kue Semprong Kampung Resipi"

Abstract

This research is developed to elaborate on the strengths, weaknesses, opportunities and threats (SWOT) related to specific local snack Semprong Cake brand “ Kampung Resipi “ as one of small medium scale entrepreneur local product at Batam city which established since 2015. Using descriptive qualitative and SWOT analysis method focusing to obtain an effective strategy for promotion and increasing the sale based on the recommendation following the indicators of both external environment (External Factor Analysis Strategy), then strengths and weaknesses obtained through internal factors IFAS (Internal Factor Analysis Strategy) The results showed the Strength had a very high Mean interval of 4.00 Weakness 2.17, Opportunity 3.00, while Threats had a relatively low Mean interval of 2.51 using the IFAS and EFAS and the SWOT matrix obtained the result that an aggressive strategy is needed in developing village semprong cake products by implementing recommended strategies to increase the sale.