STRATEGI PENGEMBANGAN BISNIS RITEL PADA PT SUMBER ALFARIA TRIJAYA TBK (CABANG CIANJUR) MENGGUNAKAN METODE A’WOT

This research aims to identify the internal and external factors that influence the business development strategy of Alfamart (Cianjur Branch), formulate alternative development strategies, and analyze the priorities of those strategies. The research employs a mixed-methods approach, combining both qualitative and quantitative methods, using the A’WOT technique a combination of SWOT analysis and the Analytical Hierarchy Process (AHP).
The results of the study obtained 9 internal factors and 9 external factors that resulted in 10 alternative strategies in developing the Alfamart business (Cianjur branch). Based on the AHP results, three strategic priorities were obtained, namely SO1 (Expanding the store network in strategic and potential locations) obtained the highest score of 22.6%. SO 3 (Adding an online ordering system (SAPA) for Alfamart franchise stores (Cianjur branch)) with a total score of 12.7% and the last strategy, namely WO1 (Improving consistent service with training for employees and ensuring service standards at the Cianjur branch), with a score of 12.2%.Keywords:(AHP), Alfamart, Business Development Strategy, SWOT.