ANALISIS SWOT UNTUK MERUMUSKAN STRATEGI BISNIS PADA KEDAI MAK BOLANG
DOI:
https://doi.org/10.61722/jipm.v3i4.1035Keywords:
Marketing strategy, SWOT analysis approach.Abstract
This study aims to identify the internal and external factors influencing Kedai Mak Bolang and to formulate business development strategies using SWOT analysis. A qualitative approach was employed, with data collected through observation, interviews, and documentation. The analysis revealed 6 strengths, 5 weaknesses, 4 opportunities, and 5 threats. The IFE matrix score was 0.23 and the EFE matrix score was 1.09, placing the business in quadrant I of the SWOT diagram, indicating a strong position with significant strengths and opportunities. The recommended strategy is the SO strategy, focusing on product enhancement and market opportunity utilization. It is suggested that Kedai Mak Bolang optimize its internal strengths and enhance its marketing efforts through social media.
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