Strategic Planning in Homemade Food Industry: A Case Study of “Mama Agym’s Business” in Batam, Kepulauan Riau, Indonesia
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Abstract
The purpose of this study was to analyze and identify the business strategies used by Micro, Small and Medium Enterprises (MSMEs) for homemade food business Fish Cake Soup “Mama Agym”, in developing business which includes marketing, production and operational distribution process. This analysis method uses descriptive qualitative research with the aim of describing the external environment, circumstances and social fact of the business. The qualitative research that seeks to collect facts and circumstances as they should be through interviews, moreover the interviews were conducted with business owners, employees, and several consumers where informants were taken using purposive sampling technique. Then identify the business's environmental conditions using SWOT analysis, Porter's Five Forces and PEST Analysis. Based on the results of evaluation analysis, the strategies that have been implemented by the business have not worked optimally and have not maximized existing resources. For example, some methods such as payment systems and distribution still do not work optimally following existing technological developments. Through this research study, researchers can provide recommendations to business regarding alternative strategic planning that can be used in the future.
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