Analisis Lingkungan Perusahaan dan Perumusan Strategi Bisnis Pada PT. Seduh Boga Sejahtera “Oncil”

Abstract

MSMEs are one of the driving forces of the national economy with their contribution and role in absorbing more labor compared to other business elements in Indonesia, but there are many challenges in developing MSMEs in Indonesia in general, one of which is the use of social media as a means of promotion based on The explanation above is a form of participation in the development of educational programs, the Faculty of Economics and Business, the Indonesian University of Informatics and Business, is holding community service activities, namely social media marketing for MSMEs, social media marketing content training for MSME activists with the aim of providing knowledge about varians methods. promotion and content creation as marketing media for MSMEs. The current beverage trend is very popular among the public, especially children and teenagers. The food and beverage industry has experienced rapid growth every year. However, in the first quarter of 2023, the performance of the food and beverage industry experienced a quarterly contraction, although annual growth until the first quarter of 2023 remained positive. This phenomenon encourages domestic and foreign manufacturers to open franchises in Indonesia and encourage innovation in improving product quality. In this context, tea drinks have become popular in Indonesia, with many outlets and innovations offered by business actors. However, with the many variations in flavors and brands, consumers have become more selective in choosing. This activity focuses on helping MSMEs engaged in the beverage industry to compete well with fellow local entrepreneurs and franchise companies from abroad. Oncil, located in Bandung Regency, faces the challenge of becoming a trendsetter in the Fruitpunch and Tea Specialist market, lack of business networks, and declining profits are the problem findings. Therefore, this community service activity aims to conduct a Strategy Analysis at PT. Seduh Boga Sejahtera "Oncil". The main activities in this Community Service are to identify internal and external factors that affect Oncil's UMKM business, formulate alternative marketing strategies that can maintain Oncil's competitiveness, and determine the priority of implementing marketing strategies. This study uses data collection techniques through observation, interviews, and documentation studies. The results of this study are expected to identify the strengths, weaknesses, opportunities, and threats of PT. Seduh Boga Sejahtera "Oncil", as well as formulate relevant alternative marketing strategies, and determine the priority of implementing marketing strategies for the Oncil Brand.