Business Development Strategy of Mixue Using Swot Analysis (A Case Study At PT Zhisheng Pacific Trading)
Abstrak
This study aims to develop an effective business strategy for MIXUE, an ice cream company in Indonesia, using the SWOT analysis method. The analysis results show MIXUE's strengths in product quality and innovation, weaknesses in the lack of promotion and limited funding, opportunities in expanding distribution networks and focusing on new product development, and threats in competition and fluctuating raw material prices. Based on the analysis results, SO strategy is recommended to utilize strengths to take advantage of opportunities, WO strategy to focus on new product development and promotion, ST strategy to maintain quality and seek competitive advantage, and WT strategy to reduce production costs and strengthen risk management. By implementing these strategies, MIXUE can develop its business more effectively and improve its market position in the ice cream industry in Indonesia.
Referensi
Dewi, M. S. (2022). Analisis Lingkungan Internal. ALACRITY: Journal of Education. https://doi.org/10.52121/alacrity.v2i1.54
Kuncoro, M. (2019). Strategi Bisnis: Dari Perumusan hingga Implementasi. Yogyakarta: BPFE.
Lesmana, R., & Sunardi, N. (2021). Futuristic Leadership Through PEKA Analysis Approach. HUMANIS (Humanities, Management and Science Proceedings), 2(1).
Lesmana, R., Sunardi, N., & Kartono. The Effect of Financing and Online Marketing on MSMEs Income Increasing at Intermoda Modern Market BSD City Tangerang Selatan. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(7), 25-34
Mashuri, M., & Nurjannah, D. (2020). Analisis SWOT Sebagai Strategi Meningkatkan Daya Saing. JPS (Jurnal Perbankan Syariah): Vol. 1, No. 1. DOI: https://doi.org/10.46367/jps.v1i1.205
Nugraha, A., & Wijaya, A. (2020). Analisis SWOT pada usaha es krim Ice Cool di Kota Bandung. Journal of Applied Management: Vol. 18, No. 2, Hal. 406-415. DOI: https://10.21776/ub.jam.2020.018.02.25
Rahardjo, S. (2018). Strategi Bisnis: Meningkatkan Daya Saing dan Kinerja Perusahaan. Jakarta: PT Elex Media Komputindo.
Rudy, R., Sunardi, N., & Kartono, K. (2020). Pengetahuan Keuangan dan Love Of Money pengaruhnya terhadap Pengelolaan Keuangan Pribadi dan dampaknya terhadap Kesejahteraan Masyarakat Desa Cihambulu, Kec. Pabuaran Kab. Subang. Jurnal SEKURITAS (Saham, Ekonomi, Keuangan dan Investasi), 4(1), 43-56.
Sari, K., Nurliza, Fatimah, M. F. N., Melvia, V., & Putri, A. M. (2021). Analisis Lingkungan Eksternal dalam Menghadapi Persaingan Bisnis pada PT. Telkom Indonesia Tbk. Jurnal Pendidikan Tambusai: Vol. 5, No. 2.
Suherman, A., & Martono, S. (2019). Analisis SWOT dalam pengembangan usaha es krim di kota Malang. Journal of Business and Banking: Vol. 8, No. 1, Hal. 29-37. DOI: https://10.14414/jbb.v8i1.1747
Sukarno, B. R., & Ahsan, M. (2021). Implementasi Strategi Pengembangan Bisnis Dengan Business Model Canvas. Jurnal Manajemen Dan Inovasi (MANOVA): Vol. 4, No. 2. DOI: https://doi.org/10.15642/manova.v4i2.456
Sunardi, N., & Lesmana, R. (2020). Konsep Icepower (Wiramadu) sebagai Solusi Wirausaha menuju Desa Sejahtra Mandiri (DMS) pada Masa Pandemi Covid-19. JIMF (Jurnal Ilmiah Manajemen Forkamma), 4(1).
Tamara, A. (2016). mplementasi Analisis Swot Dalam Strategi Pemasaran Produk Mandiri Tabungan Bisnis. Jurnal Riset Bisnis Dan Manajemen: Vol. 4, Nomor 3.
Zhong, Y., Fan, Y., Li, Q., & Yu, Y. (2017). A SWOT Analysis of Environmental Management Practices in Greek Mining and Mineral Industry. Resources Policy, 53, 309-317. DOI: https://10.1016/j.resourpol.2017.07.005
##submission.copyrightStatement##
##submission.license.cc.by4.footer##Open Access
IDEA (International Development of Economics and Administration Journal) is a national peer reviewed and open access journal that publishes significant and important research from all area of Development of Economics and Administration.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
