Strategi Pengembangan Roti Manis Queen dengan Pendekatan Matriks Space
DOI:
https://doi.org/10.61476/58f6gx42Keywords:
Strategy, Business Development, SWOT Analysis, SPACE MatrixAbstract
This study aims to formulate an appropriate business development strategy for Roti Manis Queen, a micro-bakery MSME in Moyudan, Sleman, Yogyakarta. The study uses a descriptive qualitative approach with a case-study design. Data were obtained through active participant observation, semi-structured in-depth interviews, documentation, and literature study, with source and technique triangulation involving the owner, production employee, customers, supplier, and consignment outlet. Data were reduced through cross-case analysis and subsequently transformed into the input stage using IFAS and EFAS, followed by the matching stage using the SPACE Matrix. The findings show that the main internal strengths are consistency of distinctive taste and the use of premium ingredients without preservatives. Critical weaknesses include plain packaging, limited oven capacity and unstable temperature, irregular distribution, dependence on consignment channels, and incomplete business legality. Externally, the business has opportunities in the rural breakfast market, expansion of selling points, digital marketing, supplier support, and product-variety innovation, while facing raw-material price fluctuations, aggressive price competition, short shelf life, and supply uncertainty. The IFAS score is 2.66 and the EFAS score used in the strategic mapping is 2.92, placing Roti Manis Queen in the aggressive quadrant. The recommended direction is market penetration and product development supported by production modernization, legal compliance, supply-chain improvement, and visual branding.
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