Analisis strategi manajemen dengan perspektif SWOT pada UD. Bintang Usaha Jaya di Surabaya

The research entitled "The Management Strategy Analysis with SWOT perspective on U.D. Bintang Usaha Jaya in Surabaya" has several purposes, such as: 1. To discover and determine strategic position for U.D. Bintang Usaha Jam using the SWOT analysis. 2. To determine the most suitable competitive strategy for U.D. Bintang Usaha Jaya to maintain the life and the development of the company. The scope of this research is limited only to the SWOT analysis from the company as the research object through Internal Factors Evaluation (IFE) and External Factors Evaluation (EFE). IFE and EFE matrix were used as the early stage of calculation. The results of the calculation were used as input for Internal External (IE) matrix. IE matrix was used as the basis of alternative strategy Determination for the object in this research. The analysis result and calculation in the IFE and EFE matrix shows that the position of the company is at coordinate (x,y) (2,68;3,49). The coordinate indicates that the strategy position of U.D. Bintang Usaha Jaya is on cell IIwhich is the Grow and Build strategy district cell in the IE matrix. Theoretically there are some alternative strategies that could be developed in the Grow and Build position, such as forward integration, backward integration, horizontal integration, market development, product development, and market penetration. Based on the consideration that the situation and condition of the company (the external environment condition was at high level and the internal environment condition was at average level), therefore the most suitable strategies that could be applied by U.D. Bintang Usaha Jaya are forward integration, market development, product development, and market penetration strategy