Ratnasari, Diah (2015) Analisis SWOT Dan Penerapan Business Model Canvas Pada UD. X , UKM Pembuat Minuman Beralkohol. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
UD. X merupakan usaha kecil dan menengah (UKM) yang memproduksi minuman beralkohol. Adanya berbagai batasan bagi perusahaan produsen minuman beralkohol termasuk kenaikan tarif cukai minuman beralkohol mengakibatkan penurunan volume penjualan minuman beralkohol UD. X. Untuk menjaga eksistensi usaha minuman beralkohol, diperlukan strategi yang dapat diterapkan di masa datang. Untuk itu perlu dilakukan analisis SWOT yang komprehensif. Berbasis hasil SWOT, disusun rencana pengembangan model bisnis dengan pendekatan business model canvas. Tujuan dari penelitian ini adalah melakukan analisa SWOT untuk UD X dengan mengetahui faktor-faktor baik internal (kekuatan dan kelemahan) maupun eksternal (peluang dan ancaman) yang dapat mempengaruhi usaha minuman beralkohol UD. X, mengetahui posisi UD. X, merumuskan alternatif strategi, menetapkan prioritas strategi yang dapat diterapkan UD. X dan menyusun pengembangan model bisnis UD. X.
Metode yang digunakan dalam penelitian ini adalah metode deskriptif dengan teknik pengumpulan data yaitu wawancara, observasi dan kuisioner baik dari internal maupun eksternal perusahaan. Analisis yang dilakukan adalah analisis matrik Internal Factor Evaluation (IFE), matrik External Factor Evaluation (EFE), matrik Internal External (IE), matrik Strengths–Weaknesses–Opportunities-Threats (SWOT) dan Analytic Hierarchy Process (AHP).
Hasil penelitian ini adalah faktor-faktor yang mempengaruhi usaha minuman beralkohol UD. X di antaranya yaitu harga terjangkau sebagai kekuatan utama, desain kemasan sebagai kelemahan utama, terbatasnya perizinan minuman beralkohol di Indonesia sebagai peluang utama dan pengawasan minuman beralkohol oleh pemerintah sebagai ancaman utama. Posisi usaha minuman beralkohol UD. X pada pada kuadran V yang mengindikasikan strategi “Bertahan dan Pelihara”. Strategi utama yang dapat diterapkan UD. X strategi ST1 (mempertahankan harga terjangkau). Berdasarkan hasil SWOT, dilakukan penyusunan pengembangan model bisnis dengan pendekatan business model canvas. Pada penyusunan business model canvas, ada pengembangan pada 7 blok business model canvas yaitu value proposition, customer segment, customer relationship, key partnership, key activities, key resources dan cost structure.
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UD. X is small and medium enterprises (SMEs) that produce alcoholic beverages. The various restrictions for alcoholic beverages company including increasing excise rates of alcoholic beverages resulted in decrease in the sales volume of alcoholic beverages. In order to maintain the existence of alcoholic beverages business, needed strategies that can be applied in the future. For that, there should be a comprehensive SWOT analysis. Based on the results of SWOT, business model development plan drawn up by the approach of the business model canvas.
The purpose of this study was to determine the factors both internal (strengths and weaknesses) and external (opportunities and threats) that may affect the UD. X business of alcoholic beverages, knowing the UD. X position, formulate alternative strategies, prioritize strategies that can be applied to UD. X and prepare the development of UD. X business models.
The method used in this research is descriptive methods with data collection techniques are interviews, observations and questionnaires from both internal and external.The analysis is conducted Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) matrix, Internal External (IE) matrix, Strengths–Weaknesses–Opportunities-Threats (SWOT) matrix and Analytic Hierarchy Process (AHP).
Results of this study are the factors that affect the business of alcoholic beverages UD. X of which are reasonably priced as a major strenght, packaging design as a major weakness, the limited licensing of alcoholic beverages in Indonesia as the major opportunities and control of alcoholic beverages by the government as a major threat. Alcoholic beverages business position in the quadrant V which indicates the strategy of "Hold and Maintain". The main strategies that can be applied UD. X strategy ST1 (maintaining affordable prices). Weighting in this study were analyzed by the method of AHP. Based on the results of SWOT, arrangement of business model development with the approach of the business model canvas. In the preparation of the business model canvas,
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there are development at 7 blocks business model canvas that value proposition, customer segment, customer relationship, key partnerships, key activities, key resources and cost structure.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTI 658.401 2 Rat a |
| Uncontrolled Keywords: | business model canvas, minuman beralkohol, SWOT, UKM |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis |
| Depositing User: | Mr. Marsudiyana - |
| Date Deposited: | 06 Jan 2020 07:27 |
| Last Modified: | 06 Jan 2020 07:27 |
| URI: | http://repository.its.ac.id/id/eprint/72557 |
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