STRATEGY OF MICRO BUSINESS DEVELOPMENT TRENDS THROUGH SWOT APPROACH (Qualitative Case Study on Jemursari Beef Foot Soup Business, Surabaya)

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are a strategic sector in the
Indonesian economy, with significant contributions to Gross Domestic Product (GDP)
and national workforce absorption. However, MSMEs also face serious challenges in
terms of competitiveness, management, access to technology, and adaptation to changing
market trends. This study aims to analyze the development strategy of micro businesses
through the SWOT approach in the case of Jemursari Beef Foot Soup Business, Surabaya.
The method used is a qualitative study with observation techniques, in-depth interviews,
and documentation. The results of the study show that the main strengths of this business
lie in its distinctive taste, customer loyalty, and strategic location. The weaknesses faced
include limited digital promotion and dependence on certain suppliers. Opportunities that
can be utilized include the increasing trend of local culinary and the use of social media
as a means of promotion. Meanwhile, threats come from competition from similar
businesses and fluctuations in raw material prices. Through a SWOT analysis,
development strategies are formulated such as increasing digital promotion, menu
diversification, and strengthening partnerships with suppliers. This study provides an
overview that SWOT analysis can be an important tool in designing adaptive and
sustainable business strategies for culinary MSMEs in an era of dynamic competition.

Keywords: MSMEs , Development Strategy , SWOT Analysis , Culinary Business