PERUMUSAN STRATEGI PENGEMBANGAN USAHA MELALUI EVALUASI INTERNAL DAN EKSTERNAL (STUDI DI LINGKUNGAN INDUSTRI KECIL SEPATU MOJOKERTO)

Small and medium industries of shoes is one of the small and medium industries which had grown rapidly in the city and Mojokerto regency. As the downstream business growth in this business can be said to follow the growth of the growing population. On the other hand competition in this business is getting sharper as seen from the increasing number of shoe factories were established. This study aims to identify the internal and external factors affecting the business and recommend alternative strategies for addressing competition problems faced by small and medium shoes industries in the city and Mojokerto regency. This study uses IFE and EFE matrix to analyze the factors internal and external. Total score internal factors (IFE) for the shoe business was 2,573. This illustrates that the average position where the industry is able to harness the power to reduce its weaknesses. While total average score of external factors (EFE) is 2,936. This indicates that the position of these craftsmen have relatively high factor to respond to opportunities and to reduce threats that face it. SWOT matrix formulated six alternative strategies that are based on the IE Matrix. Among the six alternative strategies that are based on the IE matrix is a strategy to maintain the quality and price of products, formed a partnership with the financial institution (Bank) to finance working capital. In the end, QSP matrix (QSPM) produces strategic priorities that can be applied by small shoe industry. The strategic priority is to maintain the quality of products and competitive prices