Formulation of Alternative and Priority Business Strategies For Footwear Artisans in Sooko Mojokerto

[摘要] Purpose: Rapidly changing and developing technology has led to increasingly fierce business competition. Tosurvive and grow, footwear artisans must emphasize production, quality, and marketing. This study aims todetermine the internal and external strategic factors and formulate alternative and priority strategies in businessdevelopment.Design/methodology/approach: The research method used is descriptive with a qualitative approach.Findings: The results showed that the weighted values of the IFAS and EFAS matrices were 2.75 and 2.70,respectively. In addition, the position is in cell 5, which is growing with a diversification strategy.Research limitations/implications: Another strategy that can be used is generic. The eight SWOT matrixstrategy formulations in the IE matrix, namely the development and build, resulted in ten alternative strategyformulations. Temporary.Practical implications : The priority strategy is establishing a common forum, such as an association, which isnecessary to mobilize competitive forces and facilitate internal and external communications to deliver effectivemarketing communications.

[关键词] Matrix IFAS;EFAS;SWOT;IE;QSPM