OYSTER MUSHROOM CULTIVATION BUSINESS DEVELOPMENT STRATEGY THROUGH SWOT ANALYSIS (CASE STUDY OF THE LIMAU MANIH SEJAHTERA GROUP IN KUBANG VILLAGE, PADANG CITY)

Mushroom business in Indonesia has very good prospects, Kubang village is one of the areas for oyster mushroom cultivation. While the oyster mushroom cultivation business in Kubang Village, Pauh Subdistrict, Padang City still does not meet customer demand and the strategy applied is still fairly manual. To solve these problems, the researchers took a qualitative approach with collecting techniques in the form of interviews, observations and documentation. The analysis technique used is swot analysis. From the results obtained, it was found that the oyster mushroom cultivation business of the Limau Manih Prosperous group has the best strategy, namely the growth and four other strategies that can be applied to the SO (growth) strategy, namely giving bonuses to each customer and retaining old customers and expanding market segments such as stalls. eat, supermarket. Maintaining an affordable price with this could be one of the reasons consumers are attracted to mushrooms. ST strategy (diversification) is to diversify products, to innovate to address consumer tastes. The WO (stability) strategy is to take advantage of the role of technology, and create opportunities to make their own raw materials. The WT (defense) strategy is to create a trademark or label and can take advantage of the role of the government in obtaining a permit