Dosen Pembimbing: | Abstrak: Bogor is one of the domestic tourist destination, especially due to a variety of culinary products. There are some traditional foods such as soto kuning, soto mie, toge goreng, , laksa, pala ice, roti unyil , combro jumbo, asinan. There are also weste foods such as combo triple (klappertaart, tutup pastel, macaroni schotel), Apple Pie, Macaroni Panggang, dan lasagna roll. Based on that thing, the objective of this research are to identify inte al and exte al factors in developing strategy of Dheline’s Brownies Gulung, and to arrange a strategic formulation in developing strategy of Dheline’s Brownies Gulung to maintain their position as a market leader. Inte al factors identified that the main strength Dheline Brownies Cake Roll is a product innovation with a score of 0.29. The lowest score that describes the main drawback is Dheline Roll Cake Brownies Partnership with supporting partners (tour travel, network of resellers, and others) with a score of 0.23. Overall, inte al factors are at a score of 3.29. Exte al factors identifies the main opportunities is the access to a score of 0.34. The lowest score that describes the main threat Dheline's Cake Brownies Roll is the support of local gove ment. Overall, exte al factors that supported strongly to maintain its position (2,81). Based Inte al-Exte al (IE) Matrix, the results show Dheline's development strategy formulation Roll Cake Brownies became icons of Bogor is encapsulated in the cell to IV. According to David (2006), Grow and Build strategy (growing and building) became the main strategy in the cell IV. Strategies that are suitable for these cells is an intensive strategy (market penetration, market development, and product development) or integrated (backward integration, forward integration and horizontal integration).

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