STRATEGI PERENCANAAN PRODUKSI ROTI BAKAR DENGAN METODE SWOT PADA UMKM DAPUR BUNDAQ ALAK, KOTA KUPANG

Abstract

This study is a case study conducted at the Bundaq Alak Kitchen UMKM located in Bumi Osmo Housing, Block A, Penkase Village, Alak District, Kupang City. The purpose of this research is to analyze internal and external conditions, formulate appropriate production planning strategies, and identify factors that hinder toast production. The research employed a descriptive qualitative approach, with data collected through observation, interviews, and documentation. Data analysis was carried out using the SWOT method. The results of the SWOT analysis revealed that the main strengths of the business include distinctive product flavors, skilled human resources, and an efficient batch production system. Identified weaknesses consist of dependence on suppliers from outside the region and limited business capital. Opportunities arise from growing local culinary trends and the utilization of social media, while threats include intense market competition and fluctuating raw material prices. Based on the SWOT matrix, four production planning strategies were formulated: SO strategies focused on optimizing flavor innovation and market expansion; WO strategies aimed at reducing dependence on raw materials through collaboration with local suppliers; ST strategies emphasized competing through unique product differentiation; and WT strategies involved developing contingency plans for supply chain management. The main inhibiting factors identified were reliance on external raw material suppliers, limited capital, and the underutilization of digital technology. This study concludes that production planning strategies based on SWOT analysis can support the sustainability and growth of Bundaq Alak Kitchen UMKM more effectively. Recommendations include prioritizing SO and WO strategies through continuous flavor innovation and cooperation with local suppliers, enhancing the use of digital technology for marketing and inventory control, and planning bulk purchases of raw materials for high-demand product variants