Formulation of Business Strategies to Improve Business Performance by SWOT and SQSPM Approach in Era Pandemic: A Study on Culinary MSMEs

Abstract

The Covid-19 pandemic has hit the economic sector in Bali which is dominated by the tourism sector and the MSME sector. Many MSMEs have stopped their business which has an impact on the increasing number of people losing their jobs. The government has issued various relaxation regulations to help mitigate the impact of the pandemic. Various policies issued by the government during this pandemic to support MSMEs, including those engaged in the culinary field, include tax relaxation, ease of regulation, capital assistance, improving the quality of human resources, technology assistance and promotions. The purpose of this study is to formulate a Culinary MSME business strategy in Denpasar in line with the Covid-19 pandemic. This study uses a qualitative descriptive research approach through SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) and QSPM (Quantitative Strategic Planning Matrix) analysis. The SWOT analysis combines strengths, weaknesses, opportunities and threats to formulate a Culinary MSME business strategy in Denpasar City at this time and in the future. The QSPM matrix will determine the alternative priorities generated in the SWOT analysis. The results of the study recommend ten alternative business strategies for Culinary MSMEs in Denpasar in the face of the Covid-19 pandemic. The ten business strategies are: (1) Providing continuous training to employees (on the job training), (2) Designing online sales, (3) Pricing based on market prices. (4) Keep the place of business attractive, based on CHSE (Cleanliness, Safety, and Environmental Sustainability). (6) Innovating products and adding flavor variants to existing products, (7) Optimizing employee work capacity and service facilities owned, (8) Maintaining a distinctive food menu, (9) Maintaining and improving product quality (10) Establishing cooperation with raw material suppliers.