Strategi pengembangan bisnis sayuran hidroponik di PT MMG Kabupaten Sleman
DOI:
https://doi.org/10.23917/benefit.v11i1.10572Keywords:
Aggressive growth strategy, hydroponic vegetables, product diversification, SWOT and QSPM analysis, urban agricultureAbstract
The conversion of agricultural land in urban areas has led to decreased agricultural productivity, while public demand for healthy vegetables continues to rise. Hydroponic cultivation emerges as a strategic alternative to address land limitations and meet the needs of the modern market. This study aims to formulate a business development strategy for hydroponic vegetable farming at PT MMG, Sleman Regency. The research employed a descriptive quantitative approach using a case study method, with data collected through structured interviews, direct observation, and documentation. Data analysis was conducted using SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, IFAS and EFAS matrix development, and strategy prioritization using the Quantitative Strategic Planning Matrix (QSPM). The results indicate that the company is positioned in an aggressive quadrant, with the top priority strategy being the development of high economic value processed vegetable products. This study recommends that the company focus on product innovation, commodity diversification, and hydroponic training services as sustainable strategies to respond to market dynamics and increasing competition.
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