ANALISIS PENGEMBANGAN USAHA HIDROPONIK PADA DHIEFFI FARM HIDROPONIK KOTA BEKASI

This study aims to identify the internal and external environment, determine the company's position, and determine alternatives and priorities of business development strategy. The research method used in this research is a case study method with a descriptive approach. The data analysis used is the analysis of IFE and EFE matrix, IE matrix, SWOT matrix, and QSPM matrix. The results of research based on the IFE matrix have the greatest strengths, namely strategic business locations and good internal quality control and have weaknesses in the absence of grading, the absence of brand labels on packaging, the lack of human resources and the promotion carried out is not optimal. In the EFE matrix, the biggest opportunity for demand for hydroponic vegetables is to continue to increase, the support of input suppliers for the business being run and good relations between companies and distributors and threats, namely pest or disease attacks and consumer demand for unstable products. Then the IFE and EFE matrices are combined in the IE matrix which shows that Dhieffie Farm Hydroponics is in cell I. In this position the right strategy is a strategy to grow and develop. The preparation of alternative strategies is carried out using the SWOT matrix. Based on the QSPM analysis, there is a strategy with the highest score, namely the SO strategy to maintain product quality with good internal quality control to be able to meet consumer demand