STRATEGI PENGEMBANGAN USAHA RENGGINANG LORJUK DI KABUPATEN SUMENEP

Abstract

Rengginang lorjuk was a cracker made from rice containing lorjuk (Sollen Sp.). The business development of it had several problems. A business development strategy was necessary to overcome problems so that it could continue to produce. The objectives of the research were to determine the strengths, weaknesses, opportunities, and threats in developing a business and develop a business development strategy. The method used in this research was the SWOT method. The results of this research were the various variants of the product as the highest factor value of the business strength and the lack of sticky rice raw materials availability of business weakness. The highest factor score of the business opportunity was the equipment training assistance from the Regional Trade service in Sumenep Regency. The highest factor value of the business threat was there were many copies of the same product. The development strategies that can be proposed were based on the mapping quadrant strategy.  It showed the strategy in quadrant I or the aggressive strategy that represented the SO strategy. The maintaining and adding product variants of that remained popularized. By supporting a complete business legality and utilizing production technology assistance from the Regional Trade Service to make production process activities easier.