Strategi Pengembangan Bisnis Tanaman Hias di Kelurahan Mustikasari Kotabekasi

Abstract

Mustikasari Village in Bekasi city there are quite a lot of businesspeople of ornamental plants, but has not been able to meet local market demand. The purpose of this research is to formulate the business development strategy of ornamental plant in Mustikasari Village in Bekasi City and arrange road map of its implementation. The data of this study were collected by field observation, secondary data review, and in-depth interviews with the Association of Farmers, Trader, and Entrepreneur of Ornamental Plants Cultivators “Mustika Flora”. Data were analyzed with SWOT Analysis and Road Map Analysis. Strategies that can be formulated are: (1) Evaluation and development of empowerment model of businesspeople of ornamental plants, (2) Improvement of managerial skill for business development, (3) Establish and develop ornamental plants cooperative, (4) Develepment of Supply Chain Management (SCM) (5) Improvement of capital capability for lease or procurement land of ornamental plant business, (6) Facilitating gallery of ornamental plants for exhibition and marketing, (7) Increasing volume and product variation, (8) Diversification of product. Furthermore, Implementation of 8 (eight) strategies arranged in the form of roadmap need support of Bekasi City Government, Higher Education, and Bank or Investor, takes 5 years to reach of goals of the development of ornamental plants business, namely: (1) Improving Professionalism of Businesspeople of Ornamental Plants, (2) Increasing the ability to supply the needs of Bekasi City's Ornamental Plants in Quantity, Quality and Continuity, (3) Realizing of Sustainable of Ornamental Plants Business.