ANALYSIS OF SMALL BUSINESS DEVELOPMENT STRATEGY FOR VICKY’S CAKERY AND CATERING IN BEJI, DEPOK, WEST JAVA

Abstract

This research aims to develop a strategy for developing the small business for Vicky’s Cakery and Catering in Beji, Depok, West Java. The instrument used is SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). The results of the analysis show that the main strengths of Vicky’s Cakery and Catering are: having expertise in and cake and catering food production and having business experience of more than 15 years. The weaknesses are: the lack of advertising and business capital. The external opportunity factors that can influence the business are: more social events and gatherings and the availability of low interest people's business credit (KUR) for small businesses. Meanwhile, the external threat factors are: more business competitors. Business development strategies that can be arranged are: a) Developing relationships with various social event and gathering organizers to gain market share; b) Increasing business capital through low interest people's business credit (KUR) based on the guarantee of expertise and long business experience; c) Utilizing social media for product advertisings; and d) Improving product quality with competitive prices to face the threats of competition.