ANALISIS SWOT DAN PENYUSUNAN MATRIKS SWOT DALAM MENENTUKAN STRATEGI PENGEMBANGAN USAHA UMKM : STUDI KASUS PADA SATE PADANG TRI MULYA

Abstract

This study aims to analyze the strategic factors affecting the sustainability and
development of the UMKM (Micro, Small, and Medium Enterprise) Sate Padang
Tri Mulya using SWOT analysis and SWOT matrix formulation. A case study
method with a qualitative descriptive approach was employed, involving direct
observation and interviews with the business owner and operators. The findings
reveal that the business's main strengths lie in its authentic taste and competitive
pricing, while its weaknesses include limited workforce and underutilized
promotional efforts. External opportunities include stable market demand and the
vast potential of digital marketing, countered by threats such as rising raw material
costs and increasing competition. Based on the SWOT matrix, the proposed
strategies include strengthening digital marketing, hiring additional staff, product
diversification, and cost efficiency. Implementing these strategies is expected to
improve the business's competitiveness and long-term sustainability in an
increasingly dynamic market environment.