PROPOSED GROWTH STRATEGY FOR SMALL BUSINESS USING THE MSME SOUNDNESS ASSESSMENT METHOD (CRACKTIVE CASE STUDY)

• Main Author: Rizkiya, Atikah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68386
• Institution: Institut Teknologi Bandung

Micro, Small and Medium Enterprises (MSMEs) are the main drivers of the economy in Indonesia because they are able to play a role in the process of increasing people's income and succeed in encouraging economic growth. MSMEs have the ability to contribute to the local economy by creating new businesses that can increase employment opportunities. The government provides financial assistance to ensure that MSMEs continue to develop well. To get this assistance, companies need to know their business by measuring the level of soundness. Measurement of MSME soundness level provides a vision of business performance from financial aspects such as liquidity ratios, activity ratios, credit ratios, profitability ratios, and non-financial aspects such as marketing, operations, good governance, and human resources. Based on MSME soundness assessment of Cracktive. The results of the soundness level measurement are obtained for Cracktive companies that are included in the "Fair Soundness I" category with a "BBB" rating. Measurement of MSME soundness Level is suitable for Cracktive companies to determine the level of soundness and can be a tool for improvement. The researcher proposes a growth strategy for Cracktive; In marketing, encourage affiliate marketing and creating marketing automation, in good governance make a complete legal aspect, in operational do product innovation and make a new product and in financial need budget, planning and pricing strategy.