Resista Vikaliana Pengarang

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 western 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 internal and external 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. Internal 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, internal factors are at a score of 3.29. External 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 government. Overall, external factors that supported strongly to maintain its position (2,81). Based Internal-External (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).