ANALISIS SWOT PADA USAHA MIKRO, KECIL DAN MENENGAH (UMKM) (STUDI KASUS PADA ES TELER 77)

Abstract

This study aims to analyze business strategies applicable to the Es Teler 77 MSME in facing the increasingly fierce competition in Indonesia's culinary industry. The analysis uses the SWOT approach (Strengths, Weaknesses, Opportunities, Threats), supported by the IFE and EFE matrices to identify internal and external factors influencing business sustainability. The calculation results show a total IFE score of 2.15 and an EFE score of 1.95, placing Es Teler 77 in Quadrant IV of the SWOT matrix. This position indicates that the company must adopt a defensive strategy by minimizing weaknesses and avoiding threats. Recommended strategies include operational efficiency, improvement of service quality, and adaptation to current market trends and consumer needs. Through these efforts, Es Teler 77 is expected to maintain its business continuity and enhance its competitiveness amidst increasingly aggressive competitors.