BUSINESS DEVELOPMENT STRATEGY FOR DODOL BETAWI NYAK MAI SETU BABAKAN

Abstract

Dodol Nyak Mai is a small-scale enterprise (UMKM) located in Kampung Betawi Setu
Babakan, South Jakarta. This enterprise produces dodol betawi, a traditional confection of
Betawi, Indonesia. UMKM have an important contribution to the national economy,
especially in terms of business sustainability. A few issues looked by frequently business
occupied with the field of sustenance, for example, tight as rivalry, a little benefit, diminished
deals, and so on. Therefore, an appropriate technique for solving the issue is required. By
making new marketing strategies more effective, a SWOT analysis can be used to determine
the right strategy in the marketing field. This analysis is used to identify strengths,
weaknesses, opportunities and threats that will be faced by the company. By looking at and
developing their strengths, companies can determine the marketing strategy based on the
strengths and opportunities. From the results of SWOT analysis, there are four proposed
strategies that can be used by the first companies that is SO Strategy (StrengthsOpportunities), WO (Weakness-Opportunities) Strategy, ST Strategy (Strengths-Threats) and
WT Strategy (Weakness-Threats)