Strategi Pengembangan Bisnis Wakaf Berbasis Analisis SWOT pada Supermarket Roya Gontor

Business Development Strategy of the Roya Gontor Waqf Supermarket Based on SWOT Analysis

Abstract

Roya is one of the business units of Pondok Modern Darussalam Gontor to meet the needs of the Pondok community and its surroundings. To develop the Roya supermarket business, a SWOT analysis is carried out to find out the strengths, weakness, opportunities and threats so that strategies can also be found to develop Roya supermarkets. The purpose of this research is to obtain alternative strategies used by Roya Gontor supermarket in developing its business. This research also aims to identify problems about analyzing internal factors, external factors and SWOT matrix in creating a distribution development strategy. The methodology used is descriptive qualitative and uses interviews to respondents. The results of the research include Roya supermarket has several strengths, namely varied products, and has been confirmed halal because Roya supermarket is a business unit established by Pondok Modern Darussalam Gontor. For the weaknesses in this business unit, namely: lack of online promotion, payment systems that are not yet strict, no price tags on the shelves, and the use of technology that is less improved. The strategies that Roya supermarkets can carry out to develop business are maintaining and improving product quality, improving service quality, making attractive advertisements as promotions, increasing the comfort and beauty of the place so that consumers are interested, and improving technology in service.