THE DEVELOPMENT STRATEGY OF FURNITURE BUSINESS: A CASE STUDY ON THE UD HUDA JAYA IN GRESIK DISTRICT, EAST JAVA PROVINCE, INDONESIA

Author:
Miftakhul Huda, Setiani

Doi: 10.26480/amdn.01.2024.01.06

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

The Indonesian furniture market is expected to grow and has consistently ranked among the leading global furniture producers. UD Huda Jaya is one of the micro-businesses operating in the furniture sector and has not yet developed significantly. The aim of this research is to identify both internal and external factors and ascertain strategic priorities for the advancement of UD Huda Jaya Furniture. The study was carried out in Sirnoboyo Village, Benjeng District, Gresik Regency, East Java Province, Indonesia. Six individuals, including the owner, one employee, and four customers, were interviewed to gather information. SWOT and QSPM analyses were employed to formulate the development strategy. According to the IE matrix, the business is positioned in cell V, signifying a hold-and-maintain position, with strategies concentrated on market penetration and product development. The recommended top-priority strategy for UD Huda Jaya involves establishing more collaborations with raw material suppliers and intensifying promotional efforts, with a specific focus on those with the highest TAS value (5.78).

Pages 01-06
Year 2024
Issue 1
Volume 2