Development Strategy for Hydroponic Vegetable Business in Padang H. Hasnah, Rina Sari, Azzahra Raudia Defiana
Faculty of Agriculture, Universitas Andalas, Kampus UNAND Limau Manis Padang, West Sumatra, 25163
Abstract
This study aims to (1) analyze the internal and external factors influencing hydroponic vegetable businesses and (2) formulate appropriate strategies for the development of hydroponic vegetable businesses. The research was conducted at Arief Hydroponic and WRP Hydroponic. The method used in this study is descriptive qualitative analysis with a case study approach. Data collection methods include direct observation, interviews, and literature review. The types of data sources used in this study are primary and secondary data. The results of this study show that the IFE (Internal Factor Evaluation) Matrix analysis of Arief Hydroponic has a total score of 2.881, indicating a strong internal position for the business. In contrast, WRP Hydroponic has a total IFE score of 2.480, which suggests a weaker internal position. For the EFE (External Factor Evaluation) Matrix, Arief Hydroponic scored 2.729, meaning the company can effectively capitalize on opportunities and avoid threats. Meanwhile, WRP Hydroponic has a total EFE score of 2.89, indicating a weaker response to external opportunities and a lower ability to avoid threats. Subsequently, a SWOT Matrix analysis was conducted to generate alternative strategies, which were then analyzed using the QSPM (Quantitative Strategic Planning Matrix). The QSPM analysis for Arief Hydroponic identified the best alternative strategy as improving the quality of production by adopting more modern technological advancements, with a TAS (Total Attractiveness Score) of 4.485. On the other hand, the QSPM analysis for WRP Hydroponic suggested that enhancing the skills of the workforce in both online and offline promotional activities to increase sales, with a TAS of 5.757, would be the most effective strategy.Therefore, the difference in business scale between Arief Hydroponic and WRP Hydroponic also leads to different strategic development outcomes.
Keywords: business development, hydroponics vegetable, sustainable agriculture, SWOT analysis, QSPM
