Business Development Strategy of Extract Edamame Healthy Drink UD. Putra Lanang 27 by Applying Swot and Topsis Methods

Abstract

Urban communities are increasingly aware of the need for healthy food and adequate intake of food into the  body. One source of food that is practical and healthy is edamame. Edamame is a type of soybean that has a  lot of protein and vitamins. One of the home industries that produce edamame extract drinks in Bali is UD.  Putra Lanang 27. The high level of competition is one of the determining factors in managing this kind of  business in Bali. The aims of this study are: 1) Analyzing internal and external factors that affect UD. Son  Lanang 27; 2) Formulating alternative business development strategies at UD. Son Lanang 27; and 3)  Choosing a priority strategy for UD's business development. Putra Lanang 27. This study uses SWOT analysis  to determine alternative strategies, and TOPSIS method to rank alternative strategies. Suggested strategy to  UD. Putra Lanang 27 to grow and develop is market penetration, market development, product development  and integration strategy. The priority of the alternative strategy chosen is to expand the market by increasing  the number of resellers, and increasing cooperation with supermarket