Analysis of Business Development Strategy for Horticultural Seedling Enterprises (A Case Study of UB Berkah Agro in Pekalongan District, East Lampung Regency)

Abstract

This study aims to analyze the development strategy of horticultural nursery business at UB Berkah Agro in Pekalongan District, East Lampung Regency. The study uses a descriptive approach with the SWOT analysis method through the identification of internal and external factors of the business, which are then analyzed using the IFAS and EFAS matrices to determine the company's strategic position. The results show that UB Berkah Agro's horticultural nursery business is in Quadrant I (aggressive), which indicates that the business has significant internal strengths and broad external opportunities for development. The recommended strategy is the SO strategy, which is utilizing internal strengths to capture external opportunities, including through improving the quality and continuity of seedling production, developing superior varieties according to market needs, and expanding the marketing network. This strategy is expected to be able to optimally increase the competitiveness and sustainability of the horticultural nursery business.