IDENTIFICATION OF CUSTOMER NEEDS AND DETERMINATION OF MARKET P

RODUCT
DESIGN OF INTEGRATED INDUSTRIAL SYSTEMS

Class : IP
Day : Thursday
Time : 12.30 – 15.00
Group : Yellow
Group Members : 1. Wa ode Sardiyanti S N (16522024)
2. Dwi Abdul Rahim (17522175)
3. M Iqbal Maulana (17522055)

Assistant Name : Halida Ulfa

Lecturer : Muhammad Ragil Suryoputro,S.T.,M.T.

INDUSTRIAL ENGINEERING DEPARTMENT

FACULTY OF INDUSTRIAL TECHNOLOGY
UNIVERSITAS ISLAM INDONESIA
202
 TABLE OF CONTENT
Table of Contents……………………….……………………………………......1
List of Figures…………………………………………………………………….3
List of Tables……………………………………………………………………..4
ABSTRACT………………………………………………………………………5
CHAPTER I: INTRODUCTION……………………………………………….6
Background…...………………………………………………………………..….6
Problem Formulation………………………………..………………….……..…..7
Objective………………………..………………………………….………..…….7
CHAPTER II: LITERATURE REVIEW………..…………………………….8
2.1 Organizational Concepts
Analysis………………………………………………………………………8
2.2 Vision and Mision Formulation……………………………………………….9
2.3 SMART Analysis……………………………………………………………10
2.4 Strength, Weakness, Opportunity, and Threat (SWOT) Analysis
Analysis…………………………………………………………………………. 10
CHAPTER III: RESEARCH METHOD…………………….………………..11
3.1. Research Object………………………………….…………….……....……11
3.2. Data Collection Method……………………………………….………….....11
3.3. Data Types……………………………………………………….……….....12
3.4. Research Flow…………………………………………………….………...12
CHAPTER IV: RESULTS AND DISCUSSION……………………………..15
4.1 Company Profile…………………………………………..…………………15
4.2 SMART Anlysis…………………..………………………………………...18
4.3 SWOT Analysis……………………………………………………………..18
CHAPTER V: CONCLUSION AND SUGGESTION……………………….25
5.1 CONCLUSION……………………………………………………………….25
5.2 SUGGESTION……………………………………………………………….25
CHAPTER V: CONCLUSION…….……………………..………………....28

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 LIST OF FIGURES

Figure 1. Flowchart of SWOT analysis

Figure 2 flowchart of SMART analysis
Figure 3 flowchart of SMART analysis
Figure 3. represent product
Figure 4. logo
Figure 5. organization structure
Figure 6. result survey
Figure 7 survey questionaire of customer need

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 LIST OF TABLES

Table 1. Product SWOT

Table 2. Internal factor
Table 3.Internal factor weighting
Table 4. External factor
Table 5. External weighing
Table 6. Scoring table

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 Abstract
Coronaviruses are a large family of viruses that cause disease in humans and animals. In humans,
it usually causes respiratory infections, from the common cold to serious illnesses such as
Middle East Respiratory Syndrome (MERS) and Severe Acute Respiratory Syndrome (SARS). A
new type of coronavirus that was discovered in humans since the outbreak emerged in Wuhan
China, in December 2019, was then named Severe Acute Respiratory Syndrome Coronavirus 2
(SARS-COV2), and causes Coronavirus Disease-2019 (COVID-19). It is more effective to
eradicate germs on hands with a hand sanitizer that has an alcohol content of 60-95%. However,
if the hands are really dirty, either by soil, air, blood, or others, washing hands with soap and
water is preferable.
Hand sanitizer gel is a hand sanitizer in the form of a gel that is useful for cleaning or removing
germs on the hands, containing 60% alcoholic active ingredient.

4
 CHAPTER 1
INTRODUCTION

1.1. Background
In era pandemic of COVID-19 that threatens the human body and immune system, That’s
not only happend in Indonesia but also all over the world, which has been given a biggest
impact in all aspect especially, in health and immunity of human body. According to the
last update of Kompas.com, there is existances increase of people in Indonesia that still
does got infected by Corona Virus in totals 1.460,184. Started since the first
announcemeted on last year March 2, 2020.
Corona viruses are a large family of viruses that cause illness ranging from mild to severe
symptoms. There are at least two types of coronavirus that are known to cause diseases
that can cause severe symptoms such as Middle East Respiratory Syndrome (MERS) and
Severe Acute Respiratory Syndrome (SARS). Corona Virus Disease 2019 (COVID-19) is
a new type of disease that has never been previously identified in humans. The virus that
causes COVID-19 is called Sars-CoV-2. Corona viruses are zoonotic (transmitted
between animals and humans). Research states that SARS is transmitted from civet cats
to humans and MERS from camels to humans. Meanwhile, the animal that is the source
of transmission of COVID-19 is still unknown.
From that we are considere to build a company and produce a product Tissue hand
sanitizer that easy to carried out and to bring every where, that’s will help to prevent and
reduce transmission of the corona virus, in Indonesia especially in Yogyakarta city.
Along with the times, where people are very busy, especially those in cities, there are
instant and practical products that can clean hands without water, namely tissue hand
sanitizers or known as tissue antiseptics. Tissue hand sanitizer products are also
increasingly diverse, both its composition, ingredients, and new products that are widely
used in society have been marketed.
Looking at a Tissue hand sanitizer, it is seems easy to used and carried out, people will
feel supper clean after randomly touched anything and suddenly want to clean their hand,
without washing them and go to the toilet.

5
 However, we are decided want to created new innovation of current hand sinitizer
become Tissue hand sanitizer, that not only gell that contains alcohol, but also created
sheet tissue contains 70% alcohol that will kill bactery and supper easy to used.

1.2. Problem Formulation

The problem formulations of this report are:
1. What is the customer need to help prevention of COVID-19?
2. What are the company vision and mission of making the product during this pandemic of
COVID-19?
3. How is the company to get a business goal?
4. How is the strategic plan to evaluate the company environment in internal and external
fields?
1.3. Objectives
The objectives of this research are:
1. Students are able to identify the market and determine the product (customer need
and mission statement) during this pandemic.
2. Students are able to present the results of identifying market needs and
determining the products that have been made.
3. Formulate a vision and mission of making the product
4. To know the strategy plane and evaluate the company environment in internal dan
external fields
1.4. Research Benefit
The objectives of this research are:
1. To help the Student to apply some other methode that already learn in the class
2. To help contribution created new innovation of current product that will help
prevent corona virus in this pandemic era.

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 CHAPTER II
LITERATURE REVIEW
2.5 Organizational Concepts
Covid-19 is the name of the disease caused by the corona virus. This name is given by WHO (W
orld Health Organization) as the official name of this disease. Covid itself stands for Corona Viru
s Disease-2019. Covid-19 is a disease caused by the corona virus which attacks the respiratory tr
act causing high fever, cough, flu, shortness of breath and sore throat.
According to the WHO website, the corona virus is a large family of viruses that can cause disea
se in animals or humans. In humans, corona is known to cause respiratory infections ranging fro
m the common cold to more severe diseases such as Middle East Respiratory Syndrome (MERS)
and Severe Acute Respiratory Syndrome (SARS). This virus is capable of causing people to lose
their lives so WHO has made the status of this corona virus into a pandemic and asked President
Joko Widodo to establish a national corona emergency status.
Hands are a part of the body that is very susceptible to nesting viruses and bacteria. When
doing various activities, consciously or unconsciously, hands often interact with things that can s
pread germs or viruses, for example opening doors, holding stairs, shaking hands, etc. As mentio
ned above, human hands are very vulnerable to being a breeding ground for viruses and bacteria.
The hand is also an organ whose interactions are very much used for oneself, such as eating, cov
ering the nose, rubbing the eyes and so on. Maintaining hand hygiene is an absolute thing that m
ust be done by anyone, namely by implementing a clean lifestyle by washing hands before and af
ter activities.
Washing hands is one of the activities that must be done especially during the COVID-19 pande
mic. Various experts claim that washing hands regularly with soap and running water is the most
effective way to get rid of germs or viruses. However, if we are out of the house or there is no so
ap and clean water, hand sanitizer tissue or antiseptic liquid can be an alternative for reliable han
d washing.
Tissu Hand sanitizer is one of the antiseptic ingredients in the form of alkaline wipes which is oft
en used as a multifunctional medium which we often find useful for cleaning baby poop or practi
cal hand washing. For some people, washing hands with hand sanitizer is more effective and effi
cient than washing hands with soap and water. But if the Tissu hand sanitizer is used continuousl

7
y it can cause irritation to the skin. Because the basic ingredients of the antiseptic are alcohol and
triclosan which are chemicals.
According to Diana (2012), there are two hand sanitizers, namely hand sanitizer gel and hand san
itizer spray. Hand sanitizer gel is a hand sanitizer in the form of a gel that is useful for cleaning o
r removing germs on the hands, containing 60% alcoholic active ingredient. Hand sanitizer spray
is a hand sanitizer in the form of a spray to clean or remove germs on the hands which contains t
he active ingredient Irgasan DP 300: 0.1% and 60% alcohol. In her research, Diana (2012) states
that hand sanitizers in the form of liquid or spray are more effective than hand sanitizer gels in re
ducing the number of germs on the hands.
2.6 Vision and Mision Formulation
A vision statement is a company's road map, indicating what the company wants to become by se
tting a defined direction for the company's growth. Vision statements undergo minimal revisions
during the life of a business, unlike operational goals which may be updated from year-to-year.
Vision statements can range in length from short sentences to multiple pages. Vision statements
are also formally written and referenced in company documents rather than, for example, general
principles informally articulated by senior management. A mission statement is a brief descriptio
n of why a company or nonprofit organization exists. In one to three sentences, it explains what t
he company does, who it serves, and what differentiates it from competitors. It’s used to provide
focus, direction, and inspiration to employees while it tells customers or clients what to expect fr
om the business.
A. Vision Definition
Every organization or company must have a vision to achieve its success. Vision is what com
panies want in the future. Vision can provide aspirations and motivation in addition to provid
ing guidance or signposts in developing a company strategy. An effective vision statement is
a clear picture of the company that you want to develop. Vision is used as a guide to change
matters relating to the company. Vision tells employees where we are going.
Definition of vision according to Indrakaralesa (2007) Vision is a reflection of basic beliefs a
nd assumptions about all things, concerning humanity, science and technology, economics, p
olitics, arts and culture, and ethics.
Definition of vision according to Arman (2008) Vision is a statement that defines something t
hat the company / organization wants to achieve in the future. Based on some of the vision de

8
 finitions above, it can be concluded that a vision is a comprehensive statement of everything t
hat an organization expects in the future and is made as a guideline or direction for the long-t
erm goals of the organization.
B. Mission
Mission and vision is a series of philosophies or goals set by an organization as the direction
to which the organization or company will be taken. According to Wibisono (2006) mission i
s the setting of goals or company goals in the short term (usually 1 to 3 years). Meanwhile, th
e vision is the company's perspective in the future. The vision is usually set for the long term
(usually 3 to 10 years).
2.7 SMART Analysis
SMART stands for specific, measurable, actionable, relevant, and time-related. SMART is us
ed to assess the suitability of goals set to drive different strategies or improvements of variou
s business processes (Chaffey, 2011, p. 401).
SMART consists of:
a. Specific: to measure real world problems and existing opportunities.
b. Measurable: can the attributes be qualitative and quantitative
applied to create a metric?
c. Actionable: information used to enhance
performance.
d. Relevant: information that is applied to specific problems faced by the company.
e. Time-related: measures or goals related to the specified time period
2.8 Strength, Weakness, Opportunity, and Threat (SWOT) Analysis
SWOT analysis is a systematic identification of various factors to formulate a company strate
gy (Rangkuti, 1997: 19). The strategic decision-making process is always related to the devel
opment of the company's mission, goals, strategies and policies. SWOT analysis is used to an
alyze the internal (Strength and Weakness) and external (Opportunities and Threats) environ
ment, namely Strengths by maximizing strength, Waekness by minimizing weaknesses, Opp
ortunities by maximizing opportunities and Threats by minimizing threats (Shinta, 2011: 17).
SWOT analysis is a way to map the position of the company and customers so that it can hel
p the company formulate its strategy appropriately (Alimudin, A., & Yoga, 2015)

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 CHAPTER III
RESEARCH METHODOLOGY

3.1. Research Objective

The purpose of this research is to find the customer needs and define the product that will
be produce based on the customer’s desire during this pandemic of COVID-19 eras.

3.2. Data Collection Method

The researchers use one methods to collecting the data. We separated google form to the
students in our university and mostly the respondent are university students in UII. In our
google form we create google form with different purpose for each. the innovation of the
product, talking about the innovation that will be apply in our new product.

3.3. Data Types

In this report two types of data are used as the source for analysis, which are:
1. The primary data obtained from respondents from the questionnaires. There are two
questionnaires; choosing the tool and identify the aspect that will be improved by the
researchers. The first questionnare consist of name, choose the product and the
suggestion of what tool that need to be improved. Second questionnare consist of age,
gender, price, and the innovation for the product.
2. Secondary data is taken from various sources, such as internet, reference books,
journals, and thesis that are related to the research.

3.4. Research Flow

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3.4.1 Flowchart of company strategic

Figure 1 Flowchart of SWOT analysis

 SWOT analysis
 Efas and Ifas
 Weight, Rating and Scoring
After identifying the main
 SWOT Diagram
the position of UKM Yellow Start is known in quadrant IV or quadrant Combinatio
n which shows the diversification strategy.
 SWOT Matrics
The SWOT matrix is a way for us to compare the internal environment which consi
sts of strengths and weaknesses with the external environment which consists of op
portunities and threats, where we choose the highest score of each internal and exte
rnal factor to be connected and see the relationship (Alimudin, 2015).

3.4.2 Flowchart of company strategic

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 Figure 2 flowchart of SMART analysis
 Specific
We want to created specific product that will meet customer need in market and
bcome satisfied the customer. that
 Measurable
Measurable meanswill clarity and be able to motivated the employees to work
bloody hard, to give the best version of yellow start consumer.
 Achievable
The idea of making hand sanitezer products combined with aromatherapy is to give
the 2 in 1 beneficials, which are kill bacteria and give sensation of aromatherapy
 Relevant
The idea of making hand sanitezer products combined with aromatherapy, during
the pandemic period is very suitable, not only helping to kill germs and bacteria on
the hands, but giving individual value by adding aromatherapy that makes you
relax.

3.4.3 Flowchart of company strategic

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 Figure 3 flowchart of form Company and vission and Mission
 Structure organization
In this section, we were decided to forms a few department that will handle a few
fields such Marketing, Production system,Warehouse, Delivery, supplier and
customer. So, all o f these will work on their specific jobdesck in order to full fill
the productivity in our company
 Questionaire of customer needs
We were seperated questions to random people to ask them, what kinds of goos
their expecting to carried out during this pandemic of corona virus. After that, we
got 39 repondends that choosed liquid hand sanitize around 27,9%. However, we
decided to created liquid hand sanitizer.
 Product decided
After conducted questionaire to full fill customer needs, and got 27,9% result that
choosed liquiq hand sanitizer. So, were decided to pick up hand sanitizer liquidity
and add a little bit of aromatherapy.
 Vision and mission

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 In our vision and mission we want to represent the meaningfull, of our company
that will created the best product that meet customer needs in market, and also will
satisfied the customer and consumen.

The researchers do the research by some steps above. There are identify the problem, collecting
literature review, processing the questionnaire, collecting the data, processing the data, making
the decision based on the data and then getting the result.
1. Identifying the problem: The researcher determines what product that should be created
by some new innovation during this pandemic of corona virus era.
2. Literature review: After get the problems, the researchers collect the data from previous
study that related with this research.
3. Making questionnaire: Next, the researchers make the questionnaire about what
customer want for the tool in case to fulfill customer needs.
4. Questionnaire processing: the researchers spread the questionnare by using google form
to the customers.
5. Data collecting: the researcher get the data from the questionnaire and collect it into the
data.
6. Data processing: the researchers select the needed data on the recapitulation of
questionnaire into data formulation.
7. After that, the researchers translate the data into the diagram, analyze the diagram and
define what is customer need in the product based on the data.
8. Analyzing the data: after processing the data, the researcher analyzes which the best
category to buy tool based on Customer Need and SWOT analysis.
9. Design : The researcher make the design based on the customer needs with the new
innovation based on the data result.
10. Result: After analyze the data and make the design, the researchers can take conclusion
to produce the tool based on voice of customer and market need.

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 CHAPTER IV
RESULTS AND DISCUSSION

4.1 Company Profile

UKM yellow star is a company that produces bottle packaged antiseptic liquid added with
aroma therapy, which is mini in size and practitioners to carry everywhere, UKM Yellow
Star is located, Jalan Kaliurang Km. 13.5, Besi, Sukoharjo, Kec. Ngaglik, Yogyakarta,
Daerah Istimewa Yogyakarta 55283. The business that will be established this year with a
total of 35 employees and plans to open shops in several places in Yogyakarta. Yellow star
UKM will focus on selling hand sanitizer products combined with several aromatherapy
products. Besides that, yellow Star UKM has the advantage of having quality products and
low selling prices, when compared with other competitors of similar products.Specific,
Measurable, Relevant, and Time Based (SMART) Analysis.

Figure 3 represent product

a. Company logo and philosophy
the combination of a plus sign and a flower symbolizes the meaning of beauty in
maintaining cleanliness. Flowers symbolize beauty and fragrance, while the plus sign
symbolizes health.

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 Figure 4 logo

b. Value dan Motto Perusahaan

 Value
 CARE (CARE)
Every person in the company is required to pay attention to their duties and respo
nsibilities so that customers feel cared for, assisted and served according to their n
eeds.
 INTEGRITY (INTEGRITY)
Every person in the company must do their job responsibly, professionally and wi
th great pride.
 TRUST, HONESTY (TRUST)
Every person in the company is instilled in upholding the trust, mandate and dutie
s given by the company well, so that customers can feel the company's commitme
nt to the services provided.
 COOPERATION (TEAM WORK)
In a company, an attitude is built to always be able to work with everyone in the e
nvironment. Good cooperation within and outside the company is crucial in the su
ccess of our services.
 INNOVATION (INNOVATE)
The company provides appreciation and space for employees to provide ideas, inp
ut, efforts to improve service and company progress. Everyone in the company is
also encouraged to learn and develop their abilities.
 Motto
“be the best”

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c. Tagline Perusahaan
The tagline define as a short description to communicate the value proposition of t
he brand. The tagline of the company that we are decided is :
“ Clean it, Breath in”
d. Organization Structure
In a simple sense an organization is often defined as a group of people who work
together and want to achieve common goals. Organizations are founded because of
certain goals that can only be achieved through actions that must be carried out together,
whether those goals are in the form of profit, educational provision, social and others.
Atmosudirdjo in Wursanto's book (2005: 53) defines the organization as a structure for
the division of labor and a structure for work relations between a group of position
holders who work together in a specific manner to jointly achieve certain goals.

Founder

Production system Marketing

Supplier Warehouse Delivery Customer

Figure 5 organization structure

e. Vision dan Mission
Vision is a comprehensive perspective and futuristic to the existence of organization and
mission is a statement that explaining the reason for the founding of the organization and
help certify in society or environment. The vision and mission of the company that we
decided as follows
Vision:
“Become the best provider of the hand sanitizer that meets customer satisfaction”
Mission:
1. Providing the best quality product
2. Performing a good marketing strategy

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4.2 SMART Anlysis
Analisis SMART
1. Specific
UKM Yellow star Titisari Collection has a vision that has been carried out well, in every
development, especially in the era of the corona virus pandemic. Yellow star SME
continues to develop and innovate to meet consumer needs and desires without leaving the
quality of the product itself. This means that every employee understands the vision
adopted by SMEs
2. Measurable
Measurable is an indicator of clarity, concrete, and measurable and is able to be a
motivation for employees. Yellow star SMEs are increasing online marketing through
social media and e-commerce with the aim of attracting consumer buying interest in this
modern era.
3. Aplikable
The selling price that is cheaper than competitors is one of the main factors in attracting
consumer buying interest. by adding aromatherapy Yellow Start product has its own
superior value.
4. Reliabel
The idea of making hand sanitezer products combined with aromatherapy, during the
pandemic period is very suitable, not only helping to kill germs and bacteria on the hands,
but giving individual value by adding aromatherapy that makes you relax.
5. Time able
Yellow star SMEs will continue to progress and develop and, make innovations to meet
consumer and auction needs

4.3 SWOT Analysis

Table 1 Identifying of Strength Yellow star UKM

Number Weight
Factor strategic Weight Rating x
Rating
1. Ability and experience
of employees in the 0,12 3 0,36
field of convection
2. Most of the employees
live near the location of 0,12 2 0,24
UKM
3. There is a good 0,12 4 0,48
relationship between

18
 employees and
superiors
4. Adequate production 0,09 2 0,18
machine facilities
5. Able to produce in large 0,09 2 0,18
quantities
6. Innovative and creative
in designing botl with 0,12 3 0,36
various motives
7. Direct product offering
system to prospective 0,12 4 0,48
buyers
8. Friendly service to 0,12 3 0,36
buyers
9. Serving purchases in 0,09 3 0,27
retail and wholesale
TOTAL 1,00 2,94

Table 2 Identifying of Weakness Yellow star UKM

NO. Weight x
Factor strategic Weight Rating
Rating
1. The distribution of goods 0,17 -2 -0,33
was not wide enough
2. Limited transportation 0,08 -1 -0,08
3. Unstable number of agents 0,08 -1 -0,08
4. Less up to date in market 0,17 -4 -0,67
developments and desires
5. Lack of marketing or 0,08 -3 -0,25
product advertising
6. Not fast enough to attract 0,08 -4 -0,33
buyers
7. There is no bookkeeping 0,13 -4 -0,50

8. High operational costs 0,13 -4 -0,50

9. Sales are seasonally 0,08 -1 -0,08
dependent

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 TOTAL 1,00 -2,83

Table 3 Identifying of Opportunity Yellow star UKM

NO. Weight
Weig
Factor strategic Rating x
ht
Rating
1. Prices are more affordable than 0,12 3 0,35
competitors
2.
Trustworthy raw material supplier0,06 3 0,18

3. Raw materials are easy to get 0,09 3 0,26

4. 0,12
A supportive business environment 4 0,47
5. Products are a consumer need in 0,09 3 0,26
the pandemic era
6. Buyer trust 0,09 3 0,26
7. The existence of online product 0,06 2 0,12
sales
8. The amount of interest in buying 0,09 3 0,26
consumers online
9. Convenience for workers 0,09 3 0,26
transacting online
10. Unlimited market segments, 0,09 3 0,26
especially the Muslim community
11. At least competitors for similar 0,06 2 0,12
products
12. There are more competitors from 0,06 3 0,18
outside the region
TOTAL 1,00 3,00

Table 1 Identifying of Threath Yellow star UKM

NO. Weight
Factor strategic Weight Rating x
Rating

20
 1. Increase in raw material 0,08 -4 -0,32
prices
2.
The number of competitors0,16 -4 -0,64

3. An unstable economy 0,16 -4 -0,64

4. There is an application for 0,04 -3 -0,12
online sales
5. More and more
manufacturers are turning to0,12 -4 -0,48
online systems.
6. Lack of knowledge for
MSME actors about 0,12 -3 -0,36
technology
7. The number of competitors0,04 -3 -0,12
is growing
8. Competitors are faster in 0,12 -1 -0,12
marketing products
Changes in consumer tastes
9. in the choice of product 0,16 -2 -0,32
variations
TOTAL 1,00 -3,12

Discussion of Research Results

Based on the results of the analysis of internal factors and external factors of UKM
Yellow Star in the IFAS and EFAS tables written above, the results can be shown as follo
ws:
1. Total strength score (S) = 2.94
2. Total weakness score (W) = -2.83
3. Total odds score (O) = 3.00
4. Total threat score (T) = -3.12
From the results of the total on each of the above variables, an explanation is needed for d
etermining an effective strategy by knowing the position of the cross axes, namely betwe
en strengths and weaknesses as well as opportunities and threats. To determine the coordi
nate points of the cross the axes will be drawn in the positive and negative lines of the po
sition of each variable.

21
 To find the coordinates, calculations can be done in the following way:
1. Coordinate for Internal Analysis
(Total strength score + Total weakness score): 2 = (2.94 + (-2.83)): 2 =
0.11: 2 = 0.06
2. Coordinate External Analysis
(Total chance score + Total threat score): 2 = (3.00 + (-3.12)): 2 =
-0.12: 2 = -0.06
3. The coordinate point is located at (0.06: -0,06)
Next, the results of these coordinate points are presented on the SWOT matrix diagram to determ
ine the position of the UKM.

DIAGRAM S W O T
II
O
STABILITY Supporting I
Strategy EXPANSIONSupporti
Rationalization ng Strategy
Offensive

W -
0,
0
S
III 0,
6 IV
RETRENCHMENT 0
COMBINATION
Support strategy 6
Support stategy
Defensif Diversifikasi

Diagram 4.1 SME Yellow start SWOT Matrix Diagram

22
After knowing the meeting point of the diagonals (X), then the position of UKM Yellow Start is
known in quadrant IV or quadrant Combination which shows the diversification strategy. The res
ults of the calculation of each quadrant can be described in the following table.

Table 5 Quadrant Calculations

Kuadran posisition Wide Ranking strategy
matrix priority
I 2,94 ; -3,00 -8,82 3 Growth
II -2,83 ; -3,00 8,49 4 Stabilitas
III -2,83 ; 3,12 -8,83 2 Penciutan
IV 2,94 ; 3,12 9,17 1 Kombinasi

23
The SWOT matrix is a way for us to compare the internal environment which consists of strengt
hs and weaknesses with the external environment which consists of opportunities and threats, wh
ere we choose the highest score of each internal and external factor to be connected and see the r
elationship (Alimudin, 2015).

24
 CHAPTER V
CONCLUSION

5.1 CONCLUSION
a. During this pandemic era of COVID-19 created this type of company that
produced the good that will help to prevent the the seperated of Corona virusis
good idea, but also this perhaps need strong starteguc and alternatives to meet
great customer needs
b. Vision and mission already match the the company description which are want to
be the best company that will provides the best disinfeted, hand sanitizer with
arotherapy that will satisfied the customers
c. Based on the SMART analysis add aromatherapy in this product is good way, to
meet customer need, especially during this pandemic of COVID-19. Besides, of
cleaning and kill the virus and bacterias its give a good sensation of the
arotherapy.
d. Based on the identification of internal factors and external factors in the SWOT
analysis, the results of the SWOT matrix diagram show that Yellow Start is in
quadrant IV (Combination). Then there must be alternative strategies that can be
applied, for example, Hoisontal Diversification namely by adding many variants
of hand sanitizer products, for example, with various variants of aromas such as
flowers and various types, the aroma of fruit. And also by adding a theme motif
to the bottle will increase consumer selling power and attractiveness

5.2 SUGGESTION

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 This hand sanitizer business has opportunities that can be improved with the same goal. P
roblems that occur in SMEs should be overcome by evaluating the performance that has b
een done and developing a better performance strategy. Thus, it is hoped that it can maint
ain a quality product at an affordable selling price. By conducting surveys about trends th
at consumers want, increasing promotional aspects such as online marketing through soci
al media Facebook and Instagram accounts, using quality raw materials and lower prices i
n order to minimize production costs.

REFERENCE

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7/abraham-maslows-hierarchy-needs-assessment-needs-community-development/
Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. In Travel Marketing,
Tourism Economics and the Airline Product (Chapter4, pp. 69-83). Springer, Cham, Switzer
land. Retrieved March 12, 2019, from https://www.researchgate.net/publication/319085560
_Market_Segmentation_Targeting_and_Positioning
Darbi, W. (2012). Of Mission and Vision Statements and Their Potential Impact on Employee B
ehaviour and Attitudes: The Case of A Public But Profit-Oriented Tertiary Institution. Intern
ational Journal of Business and Social Science. 3(14), 95-109. Retrieved March 12, 2019, fr
om https://www.ijbssnet.com/journals/Vol_3_No_14_Special_Issue_July_2012/11.pdf
Dergisi, U. (2017). SWOT analysis: a theoretical review. The journal of international research. 1
0(51), 995-1006. Retrieved March 12, 2019, from https://www.researchgate.net/publication/
319367788_SWOT_ANALYSIS_A_THEORETICAL_REVIEW

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 ATTACHMENT

Figure 6 result survey

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Figure 7 survey questionaire of customer need

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