SWOT ANALYSIS OF MICRO, SMALL AND MEDIUM ENTERPRISES (MSMEs) UPIN IPIN BAKSO SHOP IN SRIKATON VILLAGE

Abstract

One business sector that requires a deep understanding of market preferences is the culinary industry. However,
business continuity requires strategic planning to outperform competition in product marketing. The development
of this strategy can be realized by understanding the company's condition through four key factors, namely
Advantages, Weaknesses, Opportunities and Threats (Strengths, Weaknesses, Opportunities and Threats),
which is known as SWOT analysis. This research aims to identify various strengths, weaknesses, opportunities
and threats, as well as determine the optimal strategy for the company in the future. The research method used
is field research with a qualitative approach. The results of this research itself can be concluded that this
business has a good opportunity in terms of taste which is managed by the owner, in addition to continuing to
adapt to market changes, maintaining product quality and taking advantage of digital opportunities in the future to
remain competitive.