Kumala, Jinny Fitria Nur (2025) Analisis Swot Guna Pengembangan Strategi Usaha Dewa Egg Kecamatan Sukodono Kabupaten Sidoarjo. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Telur ayam ras merupakan salah satu sumber pangan hewani yang memiliki nilai gizi tinggi serta tingkat permintaan yang relatif stabil di masyarakat. Kondisi tersebut menjadikan usaha distribusi telur ayam ras memiliki risiko yang relatif rendah dan peluang pasar yang cukup besar. Agen Dewa EGG yang beroperasi di Kecamatan Sukodono, Kabupaten Sidoarjo, memiliki potensi pasar yang luas seiring dengan tingginya kebutuhan telur, baik untuk konsumsi rumah tangga maupun usaha kuliner. Namun demikian, usaha ini juga menghadapi berbagai tantangan, seperti persaingan harga antar agen, fluktuasi harga telur, serta ketidakstabilan kualitas pasokan dari pemasok utama. Oleh karena itu, diperlukan strategi pengembangan usaha yang tepat agar Dewa EGG mampu bertahan dan berkembang berkelanjutan. Penelitian ini bertujuan untuk menganalisis kondisi internal dan eksternal usaha Dewa EGG serta merumuskan strategi pengembangan usaha yang sesuai. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan analisis SWOT. Data dikumpulkan melalui observasi lapangan, wawancara dengan pemilik usaha, serta dokumentasi kegiatan operasional. Faktor internal dan eksternal kemudian dianalisis menggunakan Matriks Internal Factor Evaluation (IFE) dan External Factor Evaluation (EFE) sebagai dasar penentuan posisi usaha dalam Matriks SWOT. Hasil penelitian menunjukkan nilai Matriks IFE sebesar 1,57 dan Matriks EFE sebesar 1,4, yang menempatkan usaha Dewa EGG pada Kuadran I (Strategi SO). Posisi ini menunjukkan kondisi yang mendukung penerapan strategi pertumbuhan agresif dengan memanfaatkan kekuatan internal untuk menangkap peluang eksternal. Strategi yang direkomendasikan meliputi optimalisasi pemasaran digital, peningkatan efisiensi pengiriman, penambahan tenaga kerja sesuai kebutuhan, serta penguatan kerja sama dengan pelaku usaha kuliner guna meningkatkan daya saing dan pertumbuhan usaha secara berkelanjutan.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | SWOT, IFE, EFE, Strategi Pengembangan, Agen, Telur Ayam Ras. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200275 Jinny Fitria Nur Kumala |
| Date Deposited: | 09 Jul 2026 01:32 |
| Last Modified: | 09 Jul 2026 01:32 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45002 |
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