BUSINESS DEVELOPMENT STRATEGY FOR THE CASSAVA CHIPS AGROINDUSTRY CASE STUDY AT UD KOMODO IN SIKUMANA KOTA KUPANG

Abstract

This study aims to analyze the development strategy of the cassava chips agroindustry at UD Komodo in Sikumana, Kota Kupang. The research method used in this study is SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to identify internal and external factors that influence the development of the cassava chips agroindustry at UD Komodo. Data were collected through in-depth interviews with the business owner and employees directly at the research site, as well as through literature studies from relevant sources. The results show that UD Komodo has strengths in good product quality, affordable prices, a strategic location, capable management, and adequate labor. However, it has weaknesses in marketing and distribution channels. The opportunities include a large potential local market and consumer interest in snack products, while the main challenges are competition from similar businesses and increasing raw material prices. Based on this analysis, several business development strategies were formulated, including product diversification by offering various flavors and types of cassava chips to meet consumer preferences; expansion of distribution channels by utilizing various distribution channels such as cooperation with shops and minimarkets as well as online sales through marketplaces; and the development of digital marketing by utilizing various social media channels to promote products and interact with consumers. These strategies are expected to enhance the competitiveness of UD Komodo, expand market share, and increase business income.