Analisis Strategi Penjualan Produk Saridele Menggunakan Metode SWOT dan BCG pada UMKM Saridele Segan

Analysis of Sales Strategy for Saridele Products Using SWOT and BCG Methods at SME Saridele Segan

  • Vito Andrianto Pratama Sugiarto Teknik Industri, Institut Teknologi Adhi Tama Sura
  • Andreas Dhiyong Pratama Teknik Industri, Institut Teknologi Adhi Tama Surabaya, Surabaya
  • Ardan Maulana Ishaq Teknik Industri, Institut Teknologi Adhi Tama Surabaya, Surabaya
  • Aisyatul Widad Saputri Teknik Industri, Institut Teknologi Adhi Tama Surabaya, Surabaya
  • Anisa Putri Fitriani Teknik Industri, Institut Teknologi Adhi Tama Surabaya, Surabaya
  • Dewi Amalia Teknik Industri, Institut Teknologi Adhi Tama Surabaya, Surabaya
  • Ni Luh Putu Hariastuti Teknik Industri, Institut Teknologi Adhi Tama Surabaya, Surabaya
DOI: https://doi.org/10.30598/arika.2025.19.1.21
Keywords: UMKM, SWOT, BCG, susu kedelai, Kompetitif

Abstract

Soy milk is an alternative drink to replace cow's milk, and it is popular because it is highly nutritious. The availability of market opportunities for this substitute product is the basis for designing a business development strategy for Saridele Segan MSMEs through a SWOT analysis approach and the Boston Consulting Group (BCG) matrix. This study aims to formulate strategies and evaluate product positions in a business portfolio based on relative market share and market growth rate. SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats faced by this MSME. At the same time, the BCG matrix helps determine the optimal strategy for products in the Stars, Cash Cows, Question Marks, and Dogs categories. The study results indicate that Saridele Segan MSMEs are in quadrant 1 of the SWOT matrix and quadrant II of the Question Mark BCG group. The selected strategy refers to the SO strategy. Namely, an aggressive strategy to expand the market by maximizing the potential of superior products through the exploitation of Cash Cows to support investment in Question Marks and increase competitiveness through product innovation and operational efficiency. The integrated SWOT and BCG approach provides a practical strategic framework for the sustainability of Saridele MSMEs in a more competitive market.

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Published
2025-02-28
How to Cite
Sugiarto, V. A. P., Pratama, A. D., Ishaq, A. M., Saputri, A. W., Fitriani, A. P., Amalia, D., & Hariastuti, N. L. P. (2025). Analisis Strategi Penjualan Produk Saridele Menggunakan Metode SWOT dan BCG pada UMKM Saridele Segan. ARIKA, 19(1), 21-28. https://doi.org/10.30598/arika.2025.19.1.21
Issue
Vol 19 No 1 (2025): (On Progress)
Section
Articles

Copyright (c) 2025 Vito Andrianto Pratama Sugiarto, Andreas Dhiyong Pratama, Ardan Maulana Ishaq, Aisyatul Widad Saputri, Anisa Putri Fitriani, Dewi Amalia, Ni Luh Putu Hariastuti

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