ANALISIS SWOT PADA USAHA MIKRO KECIL DAN MENENGAH(STUDI KASUS PADA UMKM “KRIPIK PISANG COKLAT YUSIFA’’)

Abstract

The purpose of this study is to analyze the strengths, weaknesses, opportunities, and threats) of the "Manis Rasa Lokal" Chocolate Banana Chips MSME. The results of the analysis show that MSMEs have strengths in product quality and weaknesses in digital marketing. The biggest opportunity comes from the trend of healthy snacks, while the biggest threat comes from competition with similar products. This home business focuses on banana-based food processing, with its main product being chocolate-coated banana chips. To enable small and medium enterprises (MSMEs) to compete in a wider market, the SWOT approach is expected to help create an appropriate development strategy. This home business focuses on banana-based food processing, with its main product being chocolate-coated banana chips. To enable small and medium enterprises (MSMEs) to compete in a wider market, the SWOT approach is expected to help create an appropriate development strategy. The results of the analysis show that the product has a unique taste, abundant raw materials, and competitive prices, but still faces problems in digital marketing and production capacity. With the trend of healthy snacks and government support, there are great opportunities, while there are threats. Major competitors and fluctuations in raw material prices are sources of threat.