Analisis SWOT sebagai Dasar Perumusan Strategi Pemasaran pada UMKM Cireng Isi Primadona di Kota Malang
DOI:
https://doi.org/10.63822/cnvd6120Keywords:
SWOT Analysis; Marketing Strategy;Abstract
The increasingly intense competition in the culinary business requires MSMEs to have marketing strategies that can enhance their business competitiveness. Cireng Isi Primadona MSME in Malang City possesses strengths such as affordable prices, product variety, and good quality, while facing opportunities from the growing use of social media, alongside threats from competition and shifting consumer preferences. This qualitative research with a descriptive approach aims to identify SWOT factors, analyze strategic conditions through IFAS and EFAS matrices, and formulate appropriate marketing strategies. Data were collected through observation, interviews, and documentation from owners, employees, and consumers selected using purposive sampling. Data analysis employed an interactive model and SWOT analysis. The results showed an IFAS score of 2.38 (strengths 1.69; weaknesses 0.69) and an EFAS score of 2.69 (opportunities 2.06; threats 0.63), with coordinates (1.00; 1.43) placing the MSME in Quadrant I (Growth-Oriented Strategy). The recommended strategy is Strength–Opportunity (SO), including optimizing social media promotions, improving digital content quality, utilizing digital marketing features, expanding market reach, and maintaining product quality and innovation. Cireng Isi Primadona MSME is in a condition that supports growth strategies because its internal strengths and external opportunities outweigh its weaknesses and threats, so the appropriate marketing strategy is to leverage all business strengths to capture market opportunities through digital marketing optimization.
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