Fakhrunnaldo, Fakhrunnaldo (2024) Analisis Strategi Pengembangan Produk Dalam Meningkatkan Daya Saing Pada Toko Oleh-oleh Nadhira Napoleon Di Kota Pekanbaru (studi Kasus Ketan Talam Durian). Masters thesis, Universitas Islam Riau.

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Abstract

Ketan talam durian is a traditional foodstuff originating from the Indonesian province of Riau. It is frequently consumed as a snack or purchased as a souvenir by the local population. The high public interest in this foodstuff has prompted numerous business entrepreneurs to establish durian-based food businesses in the city of Pekanbaru. One such establishment is the Nadhira Napoleon gift shop, which sells a variety of durian-based products. Based on observation, several consumers have attested to the superior quality of the durian sticky rice from Nadhira Napoleon shop in comparison to other purveyors. Nevertheless, it is essential to innovate durian sticky rice products in terms of packaging, taste, and product durability in order to ensure the product's survival and enhance its competitiveness. Consequently, a study was conducted with the objective of analysing and determining the product development strategy of durian sticky rice in order to enhance competitiveness at Nadhira Napoleon souvenir shop in Pekanbaru City. This research is of a quantitative descriptive nature. Data collection was carried out through observation, interviews, questionnaires, documentation, and literature studies. The analysis of research data was conducted using SWOT analysis. The data analysis conducted using the IFAS matrix yielded an IFAS value of -0.08, which falls within the very poor category. This indicates that the establishment is still severely deficient in its ability to align its internal resources with the strategies it implements. The EFAS matrix analysis yielded an EFAS value of 1.42, which falls within the "very low" category. This indicates that the strategy implemented by the store is inadequate in terms of responding to external environmental stimuli. The findings of the SWOT analysis suggest that the Nadhira Napoleon gift shop is in a third-quarter position, where the store leverages opportunities to overcome and mitigate weaknesses in product development.

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