STRATEGI PENGEMBANGAN USAHA MAKANAN KHAS GONDANG- NGANJUK (DUMBLEG)

ABSTRACT
Mbah Setu’s business is an household industry for production of dumbleg, a
typical local snack in Nganjuk. Dumbleg has been known since 1942, however the business
is less develop, therefore strategy development consept is needed for the owner to support its
development. The research was conducted to examine: 1) What is the factors that can be a
strength, weakness, opportunity and threat in the development of dumbleg, a typical local food
in Gondang District, Nganjuk Regency, (2) How do an effective strategy can be applied for its
business development, (3) What is the priority stategy for the business.
Data were analysed by SWOT analysis, to asses Internal Factor Evaluation (IFE) and
External Factor Evaluation (EFE), then I-E and SWOT Matrix was developed, whereas the
priority strategy was determined by The Quantitative Strategic Planning Matrix (QSPM). The
SWOT and QSPM analysis resulted an alternative which can be be prioritized by the owner is
to produce the product with daily capacity based on the consumer demand with the highest
Total attractiveness scores (TAS) 6.054.
Key words: strategy, development, dumbleg, SWOT, QSPM