PROPOSED BUSINESS STRATEGY FOR FOOD MSME DEVELOPMENT AT THE PROVINCIAL OFFICE OF INDONESIAN FDA IN JAKARTA

• Main Author: Liestyanti, Andina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63558
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic and the number of unemployment causes an increase in MSMEs, especially in the food and beverage industry sector. However, this increase is not in line with the knowledge of novice MSME actors. The low compliance of standards and requirements for the safety and quality of MSME food products results in the intense competitiveness of products produced by MSME. In line with the government's commitment to making it easier for MSMEs to obtain business permits, the Indonesian FDA issued risk-based certification permits integrated with the OSS system. However, business actors still face many obstacles in fulfilling the CPPOB requirements due to limited knowledge and technical capabilities. Therefore, the optimal role of BBPOM in Jakarta is needed. This final project aims to provide a business strategy proposal for BBPOM in Jakarta regarding food MSMEs development, including identifying the organization's external opportunities and threats, determining internal opportunities and strengths, generating alternative methods, and selecting a particular approach pursue. This research use management tools such as Core Competence Analysis, Resource-Based View (RBV), and SERVQUAL to analyze the internal factor and external factors analysis using PESTEL. The SWOT analysis, used in the early decision-making stages to ascertain the internal and external aspects favorable and unfavorable to the organization, continues with the TOWS matrix, identifies and selects the most appropriate strategies according to the organization's condition, and generates several strategic options. Further analysis with TOWS mapping with IE Matrix analysis to compare the main factors to obtain various alternatives that could be implemented based on several considerations. The Diamond Model Strategy is used for developing strategies to establish whether the implemented strategy has evolved into a strategy that can be implemented comprehensively by external and internal variables and the organization's vision and mission to reach the desired goals in the present and future. From the analysis that has been done through the IE Matrix, BBPOM in Jakarta should be implemented Grow and Build strategy (market penetration, market development, and product development). This strategy is in line with the TOWS Matrix analysis, which proposes to use SO strategies in developing strategy.