ANALISIS PENGEMBANGAN PRODUK INDUSTRI KECIL KERUPUK RAMBAK DI KECAMATAN PEGANDON KABUPATEN KENDAL

Abstract

This research aims to assess internal factors (strengths and weaknesses) and external factors (opportunity and threat) of rambak crackers in Pegandon of Kendal, the appropriate development strategies the can be apllied to small industries of rambak crackers in regards to the previously stated internal and external factors. Analysis used in this study is SWOT Matrix. The Matrix's strengths, weaknesses, opportunities, and threats is the basis in identifying factors to formulatea strategy in order to maximize strength and opportunity, while simultaneously minimizing the weakness and threat. The result of this study shows that internal strategic factor of opportunity and strength is in the form ofvast market share, both for national and foreign tourists who visit Kendal Regency. This result is supported by the ubiquitous snack outlets and souvenir stalls, as well as big number food stalls serving rambak cracker as one of its menu.