SWOT Analysis in Determining the Development Strategy of Crude Palm Oil (CPO) Using QSPM Method In PT. Xyz Palm Oil

Abstract

The purpose of this research is to find out how the Crude Palm Oil (CPO) development strategy can be applied and appropriate related to business competition against PT. Xyz Palm Oil (CNIS). Data collection methods used are interviews, image documentation and questionnaires. The analytical method used is by using SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) where there are internal factors (IFAS) and external factors (EFAS) which will then produce a SWOT matrix which produces six SO strategies, four WO strategies, three ST strategies. And two WT strategies with a total of 15 alternative strategies to choose from. The alternative priority strategy decision-making method uses the QSPM (Quantitative Strategic Planning Matrix) method. From the results of the QSPM analysis, one strategy becomes a priority based on the largest total attractiveness value (TAS). The strategy that got the largest total attractiveness value (TAS) was strategy 1 (S-O), with TAS values 6.25, 6.34 and 7.65.