Business Development Strategy for Skipjack Fish Floss

Abstract

This study aims to analyze the business development strategy of the UMKM of Wadimah, Skipjack Fish Floss in Kabupaten Bandung. This research was conducted from November 2021 to May 2022 at UMKM Floss Wadimah, Kabupaten Bandung, Jawa Barat. The research method used in this research is a case study, which will be explained descriptively. The sources of data in this study are primary data (observed data) and secondary data (books, journals, etc.). The data collection technique used is direct observation to the place, distribution of pre-questionnaires to owners and employees totaling 5 people, and consumers totaling 100 people with a duration of 1 month (7 February – 7 March 2022) using accidental sampling technique. Based on the results of the study, it can be seen that the Wadimah Skipjack Fish Floss Business is in the position of the Wadimah Skipjack Fish Floss Business occupies Quadrant II. This means supporting a diversification strategy by using strengths to take advantage of long-term opportunities. Strategy of this business development. can be done by implementing the WO (Weakness - Opportunity) strategy which includes utilizing the support of local, central, and provincial governments as well as possible in overcoming limited capital and facilities and infrastructure in producing floss meat, participating in various training organized by the government, in order to improve quality human resources, expanding partners to look for alternatives if you have difficulty in obtaining main or supporting raw materials, and continue to innovate and produce diversification in skipjack fish floss products so that they can expand the target market, improve practical culture, and consume processed fishery products.