Analysis of footwear business development strategy using QSPM and SWOT analysis

The main objective of this research is to analyze the strategy of developing the footwear business. Case studies were carried out at CV Hikmah Shoes Bogor. The initial analysis was carried out by identifying the business of the ongoing CV Hikmah shoe model and analyzing the external and internal scope to identify problems that occurred in the company. The descriptive method used to identify CV Hikmah Shoes Bogor using, Internal Factor Matrix (IFE) and External Factor Evaluation (EFE) used to analyze internal and external factors at CV Hikmah Shoes Bogor. SWOT matrix selected to determine the strategy to be implemented and Quantitative Strategy Planning Matrix (QSPM) is used as a process to determine strategic priorities for the company. The results of the SWOT Matrix in this study produced six alternative strategies which were chosen as development strategies at CV Hikmah Shoes Bogor. The best strategy is taken in developing the footwear business strategy, maximizing promotion and marketing using social media or e-commerce and continuing with the improvement business.