Analysis of Business Development Strategy for Floriculture Processing Products at CV Telogo Budhoyo Malang

Yohana Farmita Go; Cakti Indra Gunawan; Umi Rofiatin

Authors

Yohana Farmita Go Agribusiness, Faculty of Agriculture, University of Tribhuwana Tunggadewi, Malang, Indonesia
Cakti Indra Gunawan Master in Agricultural Economics, The Postgraduate School, University of Tribhuwana Tunggadewi, Malang, Indonesia
Umi Rofiatin Agribusiness, Faculty of Agriculture, University of Tribhuwana Tunggadewi, Malang, Indonesia

Keywords:

Business Development Strategy, SWOT Analysis, MSMEs, Flower Board, Strategy

Abstract

The flower board business is a type of business that has the potential to grow along with the increasing public demand for greeting media at various events such as weddings, condolences, and inaugurations. This study aims to analyze internal and external factors that influence business development and formulate an appropriate development strategy at CV Telogo Budhoyo Malang. The research method used is a descriptive method with a SWOT analysis approach. The data used in this study consists of primary and secondary data obtained through interviews, observations, and distribution of questionnaires to business owners, employees, and customers. The results of the study indicate that internal factors that are strengths include good product quality, the use of fresh flowers, and a diverse product variety. Meanwhile, weaknesses include limited human resources and production equipment. External factors indicate opportunities in the form of increasing market demand and the development of digital marketing media, while threats come from competition from similar businesses and fluctuations in raw material prices. Based on the SWOT analysis, several alternative business development strategies were obtained, including increasing product innovation, expanding marketing through digital media, improving service quality, and strengthening business management. These strategies are expected to increase the competitiveness and sustainability of CV Telogo Budhoyo Malang.

References

Authored Book

Amang, A. M., (2023). Strategi Pengembangan Bisnis (M. Dr. Eko Suncaka (Ed.); Issue December). Yogyakarta : Sulur Pustaka.

David, F. R., David, F. R., & David, M. E. (2017). Strategic management: concepts and cases: A competitive advantage approach (Vol. 127). New Jersey: Pearson.

Meyer, C. D. (2023). Matrix analysis and applied linear algebra. Society for Industrial and Applied Mathematics.

Rangkuti, F. (2018). Analisis Swot Teknik Membedah Kasus Bisnis Cara Perhitungan Bobot, Rating, dan OCAI. Jakarta : PT. Gramedia Pustaka Utama.

Kaufman, K. A., Glass, C. R., & Pineau, T. R. (2018). Mindful sport performance enhancement: Mental training for athletes and coaches. American Psychological Association.

Dissertation From a Database

Muhammad Khoironi, M. K. (2023). Strategi Pengembangan Usaha Dengan Metode Analisis Swot Pada Jasa Variasi Mobil “Farhan Variasi Mobil” Di Kabupaten Semarang (Doctoral dissertation, UPT. Perpustakaan Undaris).

Journal Articles

Aryanti, P. A., (2023). Manajemen Inovasi Bunga Papan Melalui Analisis Swot Untuk Meningkatkan Penjualan (Studi Kasus di Toko Andis Flower Kebumen). Journal of Management, Economics, and Enterpreneur, 2(2), 299–321.

Edwards, A. A., Steacy, L. M., Siegelman, N., Rigobon, V. M., Kearns, D. M., Rueckl, J. G., & Compton, D. L. (2022). Unpacking the unique relationship between set for variability and word reading development: Examining word- and child-level predictors of performance. Journal of Educational Psychology, 114(6), 1242–1256.

Gunawan, C. I., Maharani, N. D., & Irawanto, D. W. (2024). Modeling Affective Commitment and Job Satisfaction as A Mediating Role in Predicting Turnover Intention among Gen Z Employees. JBTI: Jurnal Bisnis: Teori Dan Implementasi, 15(2), 143–160.

Gürel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. Journal of International Social Research, 10(51), 994–1006.

Hawoe, D. J., Rizqi, A. M., & Putra, I. P. R. S. (2023). Pentingnya Inovasi Dan Kreativitas Dalam Peningkatan Hasil Penjualan Pada Usaha Toko Bunga Anyelir Di Kecamatan Denpasar Barat Tahun 2022: The Importance Of Innovation And Creativity In Increasing Sales Results In The Anyelir Flower Shop Business In West Denpasar District In 2022. Prospek, 2(2), 79-83.

Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis – where are we now? A review of academic research from the last decade. Journal of Strategy and Management, 3(3), 215–251.

Laila, N., & Anshori, M. (2020). The development of sovereign sukuk in Indonesia. International Journal of Innovation, Creativity and Change, 11(11).

Mishra, S. P., & Mohanty, B. (2022). Approaches to strategy formulations: A content analysis of definitions of strategy. Journal of management & organization, 28(6), 1133-1160.

Rofiatin, U. R., Pudjiastuti, A. Q., & Suhudi, S. (2023). Pemberdayaan Industri Rumahan Dusun Tungu Desa Kayangan Kecamatan Diwek Kabupaten Jombang. JAST: Jurnal Aplikasi Sains Dan Teknologi, 7(2), 166–178.