The SWOT Analysis for Local Product Distribution Strategy inEmpat Balai Village, Kampar Regency

Abstract

Efficient and effective distribution is essential to connect local products with a wider market. Currently, the distribution pattern used is less efficient in reaching more consumers, as a result, the product is not recognized by many people and market demand is low. The distribution chain of local products in Empat Balai Village is disrupted, due to the scarcity of products in the market, the products produced are few and are only able to meet the demand of the local community or around the village. The development of local product distribution in Empat Balai Village has the potential to contribute to the development of the village economy. Local products that are successfully distributed more widely can make a positive contribution to increasing the competitiveness and image of the region as a center for developing typical products that are in demand by consumers both within and outside the area.The research used is descriptive method and using the SWOT analysis. The data needed are secondary data and primary data. The data collection technique used is by conducting field surveys, interviews, and documentation. The data obtained is then analyzed using SWOT analysis to determine the factors that are the strengths, weaknesses, opportunities, and threats of the local product distribution strategy in Empat Balai Village. The results of the study obtained from the SWOT diagram are that the company is in Quadrant I, which is positive and positive. The recommended strategy is Aggressive Strategy, meaning that local products are in a very profitable situation because they can use their strengths to take advantage of existing opportunities and have great opportunities to grow and develop.