ANALISA PERSAINGAN PADA INDUSTRI RUMAH TANGGA TEMPE MENGGUNAKAN METODE ANALISIS SWOT DAN CPM (Home Industry Tempe Hadi Barokah di Desa Mlirip Kabupaten Mojokerto)

ABSTRACT Ridho, Rizky Rasyid, 2018. Analysis of Competition in Tempe Home Industry Using SWOT and CPM Analysis Methods (Tempe Home Industry Hadi Barokah in Mlirip Village, Mojokerto Regency). Thesis/ final project, Marketing Management Study Program, Faculty of Economics, Universitas Islam Majapahit (UNIM). Lecturer I : Budi Utami, SE., MM Lecturer II : M. Syamsul Hidayat, SE., MM The tempe industry is one of the potential industries in Indonesia because its consumption level continues to increase, so the tempe business unit in Indonesia continues to grow. This has caused competition in the tempe industry to increase and to stay afloat requires a good strategy, one of which is by making competitive advantage through positions in the market. In this study, the object under study was the home industry of tempe hadi barokah, which is one of the tempe home industries in Mlirip Village, Mojokerto Regency. The purpose of this study is to describe the external and internal factors of the home industry when it comes to stock, analyze competitors and to describe the way the company positions itself (applying strategies) in the market through SWOT and CPM analysis. This type of research is descriptive research using a quantitative approach. In determining respondents using purposive sampling technique, the data source came from primary and secondary data, data collection methods came from questionnaires, interviews, literature studies and internet research and the results of the analysis were tested using SWOT and CPM analysis. From the results of the Competitive Profile Matrix (CPM), it can be seen from the total score of the three Tempe Home Industries that the top position was occupied by Tempe Iwan 3.05 (having a strong position), below which followed Tempe Hadi Barokah 2.70 (having a strong position ), and finally Tempe Windra 2.45 (has a weak position). Cartesius Diagram of SWOT Analysis “Tempe Home Industry Hadi Barokah is in quadrant II, which is a diversification strategy (product / market), so that the tempe business strategy is: Conducting a diversification strategy and conducting unrelated diversification strategies. Keywords : internal external analysis, SWOT analysis, CP