Analysis of Strategy for Tangguh SMEs Assisted by DT Peduli East Java in the Pandemic COVID-19

Abstract

Tangguh SMEs is an empowerment program for the community by Daarut Tauhid Peduli East Java in entrepreneurship field which was founded in 2020 which coincides with the Covid-19 pandemic. It has an impact on delays in the production and sales process. The purpose of this study is to analyze the internal and external conditions of the business and formulate a business strategy that is suitable for Tangguh SMEs. The research method used is a qualitative-descriptive. Data collection techniques using observation, interviews, and documentation. The data that has been collected is then analyzed using the IFE and EFE matrices, SWOT matrix, IE matrix, and QSPM. The result of the IFE matrix is 3.05 and EFE matrix is 3.00. Then the results of SWOT matrix and IE matrix show that the position is in a growth and development strategy so that strategic choices that can be applied are market penetration, product development, market development, and horizontal integration. The final result of this research can be concluded that the recommendation of the right strategy for Tangguh SMEs from QSPM is a market development strategy then followed by a product development strategy.Keywords: Tangguh SMEs; Covid-19; business strategy; strategy choice.