ANALISIS STRATEGI PENGEMBANGAN USAHA PECEL LELE DI KOTA BANDAR LAMPUNG

This study aims to determine alternative business development strategies in the catfish pecel Bandar Lampung City by analyzing internal environment and external environment. type of research uses a qualitative approach. Data collection was done observation, documentation in-depth interviews. The data taken snowball sampling technique analysis carried out with help factor evaluation matrix (IFE), (EFE), SWOT matrix. Based on results study, it can be concluded that condition is quadrant II, namely diversification strategy. formulation strategy for based ST strategy, which utilize strengths minimize deal threats.
 ABSTRAK
 Penelitian ini bertujuan untuk mengetahui alternatif strategi pengembangan usaha pada lele di Kota dengan analisis lingkungan dan eksternal. Jenis penelitian menggunakan pendekatan kualitatif. Pengambilan dilakukan observasi, dokumentasi wawancara mendalam. diambil teknik bantuan matriks evaluasi faktor eksternal SWOT. Berdasarkan hasil dapat disimpulkan bahwa kondisi berada kuadran II yaitu diversifikasi. Rumusan didasari ST, memanfaatkan kekuatan memimalkan menghadapi ancaman.