Year: 2025 | Month: January | Volume: 12 | Issue: 1 | Pages: 201-207
DOI: https://doi.org/10.52403/ijrr.20250125
Product Business Development Strategy of ABC Ltd. (Case Study: Point of Sales Product Development Company)
Ihsan Muafa Luthfi1, Raden Dikky Indrawan2, Setiadi Djohar3
1,2,3Department of Management and Business School of Business, Institut Pertanian Bogor, Bogor, Indonesia.
Corresponding Author: Ihsan Muafa Luthfi
ABSTRACT
This study investigates the strategic positioning of ABC Ltd. in the competitive Point of Sale (POS) industry, employing tools such as External Factor Evaluation (EFE), Internal Factor Evaluation (IFE), SWOT analysis, and Analytical Hierarchy Process (AHP). Results indicate that ABC Ltd. demonstrates strong capabilities in leveraging external opportunities, achieving an EFE score of 3.46, and internal strengths, reflected in an IFE score of 3.34. Key opportunities include government support for digitalization and the growth of Indonesia’s digital economy, while primary strengths lie in active sales strategies and innovation-driven product development. A comprehensive SWOT analysis identified strategic options, and AHP prioritized an aggressive strategy (weight: 0.389) focusing on technological innovation and SME market penetration. Secondary strategies emphasize operational improvements and risk mitigation. The study concludes that ABC Ltd. is well-positioned to sustain growth by aligning its strengths with market opportunities while addressing weaknesses and mitigating threats.
Keywords: SWOT analysis, External Factor Evaluation (EFE), Internal Factor Evaluation (IFE), Analytical Hierarchy Process (AHP), Strategic Management, Technological Innovation
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