Tujuan Penelitian ini untuk mnganalisis ancaman dan peluang serta kekuatan dan kelemahan pada UD A’zam Ria guna mendapatkan alternatif strategi bersaing yang dapat diterapkan untuk menghadapi persaingan dengan industri sejenis. Metode yang digunakan pada penelitian ini yaitu metode SWOT. Pertama tahap pemasukan berupa EFE, IFE dan CPM untuk mengetahui posisi persaingan, tahap pencocokan matrik SWOT dan matrik IE, dan tahapan pengambilan keputusan QSPM. Hasil dari penelitian ini yaitu ancaman dan peluang UD.A’zam Ria meliputi potensi pasar meningkat, kebutuhan primer, perkembangan teknologi sebagai sarana pemasaran, kenaikan bahan pendukung, terdapt indutri sejenis dan serangan produk dari luar pulau. Faktor kekutan dan kelemahan UD. A’zam Ria meliputi sumber bahan baku melimpah, harga terjngkau danupah tenaga kerja rendah, hanya terdapat empat lokasi pemasaran dan kurang aktivitas promosi.Hasil analisis menunujukan 3 strategi prioritas yang dapat diterapkan di UD. A’zam Ria: 1. Menambah lokasi pemasaran 2. Menjaga komunikasi dengan pelanggan 3. Menambah jumlah produksi. Kata Kunci : IFE, EFE, CPM, SWOT, IE dan QSPM

The aims of this research is to analyze the threat, external oopportunity, the strenght, and the weakness of internal UD. A’zam Ria in order that to achieve alternative strategy which is able to compete and to be applied in confronting with the equal industry rivality. The method which is used in this research is SWOT method. The first step is instalation of EFE, IFE, and CPM to recognize rivality position. Verification step of matic SWOT and Matric IE, also step of QSOM determination. The result of this research is the threat and opportunity od UD. A’zam Riainclude the groth of ecocomy, industry belongs to SIUP, trade branding, and P,IRT, the develompent of technology as the marketing facility, modern industri technology, increase in raw materials, increase in price of supporting materials, include varian industru environment. The factor if UD A’zam Ria, the product which is bargain has a lot of items, the information of paradebel packaging, efectivity of determination in price toward the products, access of industry is easy,the weakness of labor vapor, the note of the result sales is weak. Distribution facility less maximum, the lack of promotion, availablelity of materials, simple technology industry, less efectivity in using of tool production. The result of OSPM analysis shows three priority strategies which able to be applied by UD. A’zam Riaare: 1. Keeping and increase the quality 2. Increase marketing location 3. Add the number production capacity. Key Words : IFE, EFE, CPM, SWOT, IE and QSPM

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