Pemilihan Strategi Bisnis Dengan Menggunakan Qspm (Quantitative Strategic Planning Matrix) Dan Model Maut (Multi Attribute Utility Theory) (Studi Kasus Pada Sentra Industri Gerabah Kasongan, Bantul, YOGYAKARTA)

Abstract

The Gerabah Small and Mid-sized Industrial Firm (IKM) placed in Kasongan, Bantul, Yogyakarta is one of the central industry of Indonesian gerabah, which is now currently develop into domestic and International market.According to the statistical data from the Local Government of Daerah Istimewa Yogyakarta (DIY), IKM is having the potential ability to employ people as much as possible.This development need to be accompanied by a good marketing systems within the IKM. In respond to the decreasing number of sales in the past couple years and the bad marketing strategy are the causes of problems in terms of sales in the industry of gerabah, in Kasongan, Yogyakarta. The analysis of its external and internal environment can be used as a main reference to conduct some improvement methods in the industry of gerabah\u27s marketing strategies. The analysis to the external and internal environment is combined with the SWOT analysis, before conducting the strategic of prioritization SWOT analysis within the results of the QSPM matrix (Quantitative Strategic Planning Matrix). The model of MAUT (Multi Attribute Utility Theory) also used to compare the prioritized business strategies by considering the infrastructure, time, cost and the opinion of entrepreneurs in this study. According to the result of this study, it is possible to the industry of IKM to apply the product development strategies and market penetration. Besides that, the people of Kasongan can build an attractive village by developing the village into a tourist area that is interested to be visited. This action also accompanied by a readiness of all the people and employers to the further development of the product by diversifying products with the same raw material, that is the soil