Quantitative Strategic Planning Matrix (QSPM) in Determining Alternative Strategies for the Covid-19 Epidemic in the Food and Beverage Manufacturing Companies in Indonesia

Abstract

The food and beverage industry is one of the manufacturing sectors relied upon to make a significant contribution to national economic growth. Since the beginning of 2020, the world has been shocked by the coronavirus outbreak that originated in China. The impact of Covid-19 has hit various aspects of human life, including the food and beverage industry. For this reason, stakeholders are expected to focus on formulating strategies for the Covid 19 Epidemic in manufacturing companies in the food and beverage sub-sector. This study aims to identify internal factors' strengths and weaknesses and external factors' opportunities and threats to determine alternative strategies for the covid 19 epidemic in manufacturing companies in the food and beverage sub-sector. This research is a qualitative descriptive study. It knows the right marketing strategy to develop the company based on a SWOT analysis. It knows the right alternative strategy based on QSPM analysis. This research was conducted at Nutrifood; Data were collected using observation, interview, and questionnaire techniques. Nutrifood Indonesia is in quadrant I, which means a company with high market growth and a solid competitive position; on the results of the SWOT matrix analysis with quantitative model analysis, an effective formulation, namely the SO strategy, uses strengths to take advantage of various opportunities (opportunities). The implementation of SO's strategy is to expand market share, maintain and improve service quality to customers and improve product quality. The results showed that the internal and external factors were processed using the SWOT matrix. Based on the results of using the QSPM method, the alternative strategy that is by current conditions is product development by increasing creativity.