Strategy for the Development of Dried Shrimp Short Processing in Sumber Rejeki Sejahtera Group, Cirebon City

Abstract

Shredded shrimp production is still classified on a small scale with insufficient human resources, traditional technology, and an inadequate managerial system making weaknesses in business development experienced by the Sumber Rejeki Sejahtera Group. The purpose of this study is to formulate a priority strategy in developing shredded processing business. The method used in this research is a case study by conducting interviews using a questionnaire. Analysis of business development strategies using TOWS (Threats, Opportunities, Weakness, and Strengths) and QSPM (Quantitative Strategic Planning Matrix) approaches. The results of this study in the form of priority strategies in the development of dried shredded shrimp using QSPM analysis are to increase promotional activities, expand distribution and marketing networks to maintain product quality, product development, optimize business production volume, improve services to consumers and distributors, improve the quality of human resources.