STRATEGY OF DRAGON FRUIT BUSINESS DEVELOPMENT IN PT TRISNA NAGA ASIH, SUBANG

Abstract

This study aims to determine alternative strategies in developing the dragon fruit business in PT Trisna Naga Asih Subang Regency. The method used a survey with Internal-External (IE) matrix and QSPM. The results show that the total value obtained from the IFE table is 2.876 with a strength score of 2.244 and the weakness score of 0.632, it shows that the strength factor of the dragon fruit business is greater than the weakness factor, while the total value of EFE is 2.872, with an opportunity score of 2,259 and a threat of 0,613. This means that the opportunity factor is greater than the threat factor. The result of the calculation of rating value and internal factor weight of the dragon fruit business development strategy in PT Trisna Naga Asih with Internal-External (IE) matrix shows the position of the company on the cell to the V indicate that it’s in the condition of the strategy of hold and maintain. Based on this condition the company has two strategies that can be used, namely market penetration and product development. The results of the priority strategy using QSPM is the increased production of dragon fruit with the highest value of TAS of 6,075.