Formulation of Alternative and Priority Business Strategies For Footwear Artisans in Sooko Mojokerto

Abstract

Purpose: Rapidly changing and developing technology has led to increasingly fierce business competition. To survive and grow, footwear artisans must emphasize production, quality, and marketing. This study aims to determine the internal and external strategic factors and formulate alternative and priority strategies in business development. Design/methodology/approach:The research method used is descriptive with a qualitative approach. Findings: The results showed that the weighted values of the IFAS and EFAS matrices were 2.75 and 2.70, respectively. In addition, the position is in cell 5, which is growing with a diversification strategy. Research limitations/implications:Another strategy that can be used is generic. The eight SWOT matrix strategy formulations in the IE matrix, namely the development and build, resulted in ten alternative strategy formulations. Temporary. Practical implications :The priority strategy is establishing a common forum, such as an association, which is necessary to mobilize competitive forces and facilitate internal and external communications to deliver effective marketing communications.