The Development Strategy of Micro-Retail Businesses at Rumah Pangan Kita (RPK) in Bogor

Dwi Juliawan; Rizal Syarief; Muhammad Findi

doi:10.29244/

Penulis

Dwi Juliawan Program Magister Pengembangan IKM IPB
Rizal Syarief Sekolah Bisnis, Institut Pertanian Bogor
Muhammad Findi Departemen Ilmu Ekonomi Syariah, Fakultas Ekonomi dan Manajemen IPB

DOI:

https://doi.org/10.29244/

Kata Kunci:

Beras, Bulog, Retailer, rumah pangan kita

Abstrak

The purpose of this reseach was to analyze the development strategy of the micro retail business of Rumah Pangan Kita (RPK) in Bogor. The analytical tools used were the IFE (Internal Factor Evaluation), EFE (External Factor Evaluation), IE (Internal External) matrix which are useful for analyzing the position of RPK in business competition, SWOT and QSPM (Quantitative Strategic Planning Matrix) which are the results of strategic decisions based on the main internal-external success factors. The number of RPK samples used was 70 out of a total of 84 RPKs in Bogor based on the slovin formula. Identification of internal factors at the retailer level, especially in RPK Bogor, showed that the main strength was the regular supply of Bulog rice. However, the main weaknesses were the requirement for RPK to buy Bulog rice in cash, the poor quality of packaging, especially on the seams of medium rice, and limited capital. External factor identification found that the main opportunity is that RPK, in addition to selling Bulog products, can also sell non-Bulog products for product diversification. Meanwhile, the main threat comes from high competition with rice shops and modern retail outlets. Based on the IE matrix, RPK is in cell V, with a hold and maintain strategy. The results of the SWOT and QSPM analysis concluded that RPK must diversify its product offerings, this means that RPK does not only sell Bulog rice. In addition, RPK must collaborate with local MSMEs and utilize digitalization to maximize sales and profits

Unduhan

Data unduhan tidak tersedia.

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