Strategi Pengembangan Usaha Cemilan Fadliansyah di Dusun Kuri Lompo Desa Nisombalia Kecamatan Marusu Kabupaten Maros

Abstrak

The Fadliansyah Snack Business is a home-scale micro-enterprise in Kuri Lompo Hamlet, Nisombalia Village, Marusu District, Maros Regency, which processes local agricultural products such as bananas, cassava, and corn into value-added snack products. This study aimed to analyze internal and external factors and formulate a development strategy for the Fadliansyah Snack Business. The study was conducted from January to April 2026. Respondents were selected using purposive sampling, involving 11 respondents consisting of the business owner, employees, large and small distributors, PNM Mekar staff, PLUT staff, and consumers involved in the business downstreaming process. Primary data were collected through observation, interviews, questionnaires, and documentation, while secondary data were obtained from relevant documents and sources. The analysis used SWOT through IFAS and EFAS matrices and a SWOT diagram. The results showed that the main strength was product uniqueness and consistent quality, with a score of 0.66. The main weaknesses were poorly organized financial records and simple/limited production technology, each scoring 0.15. The main opportunity was the availability of permanent raw material suppliers supporting production continuity, with a score of 0.68, while the main threat was rapidly changing consumer preferences, with a score of 0.16. The total IFAS score was 2.79, consisting of a strength subtotal of 2.24 and a weakness subtotal of 0.55. The total EFAS score was 2.62, consisting of an opportunity subtotal of 2.12 and a threat subtotal of 0.50. The internal coordinate was 1.69 and the external coordinate was 1.62. The business was positioned in Quadrant I; therefore, the priority strategy was Strength–Opportunity (SO), utilizing product uniqueness and quality, strong personal branding, competitive pricing, and trend responsiveness to capture market demand, supported by permanent raw material suppliers, financial institutions, and government support. The strategy is directed toward improving competitiveness, expanding markets, strengthening marketing, product innovation, and sustainable business development.