Strategi Peningkatan Daya Saing Industri Nata de Coco Di Kota Bogor Dengan Pendekatan Fuzzy

RINI HAKIMI. The Improvement Strategy of The Nata de Coco Industries Competitiveness in Bogor with Fuzzy Approach. Under the direction of MACHFUD, MARIMIN and ANI SURYANI. The numbers of nata de coco industries are increase rapidly in Bogor and cause a high competition situation. The accurate data are urgently needed to support the improvement competitiveness of these industries. The aims of this research are to 1) clustering the nata de coco Industries in Bogor, 2) obtain the customer expectation and satisfaction, 3) determine the affecting external and internal factors, 4) find the interest level of related organization in nata de coco industries, 5) create the strategies and set the priority to improve the competitive positioning of nata de coco industries. The tools which are used to analyze the data are K-means clustering, Quality Function Deployment (QFD), fuzzy pair wise comparison, matrix IFE and matrix EFE, matrix SWOT and Fuzzy AHP. The clustering analysis results are 3 levels of the companies. They are grade A (high performance), grade B (medium performance), and grade C (low performance). The attributes quality of the product which preferred by the customers are the cleanness, the flavor, the aroma, the color, the elasticity, the packaging, the nutrition content, the shape and the size of the nata de coco products. The process activity which give the highest contribution to the product quality are making of the nata syrup, poaching of the nata cutlet and handling of the raw materials. The internal environment factor that influence the strength of the company is the strategic location of the company (0.2376). The internal environment factor that sway the weakness of the company is the unpopular brand (0.3644). The external factor that affect the opportunity of the company is the increasing of the health living style (0.2274). The external factor that affect the threat of the company is the loyality of the customer to the specific brand (0.3743). The organization which give the highest contribution to improvement strategy of nata de coco industries competitiveness are the nata de coco industry it self (0.2439) and the distributors (0.1737). The suggested strategies for nata de coco company are expanding the distribution network (0.4287) and improving the technology (0.2141). The priority of strategy which can be done by the organization outside of nata de coco company to improve the competitiveness are provide the exebition for small enterprise each three months (0.2911), and provide the loans for nata de coco industries (0.2484) The policy should be taken from the factors above and the implementation needs the integration of all component among organizations.