BUSINESS DEVELOPMENT STRATEGY FOR MICRO, SMALL AND MEDIUM ENTERPRISES (MSME's) WARUNG EATING SRI KANDI DISTRICT KOTA WAINGAPU

STRATEGI PENGEMBANGAN BISNIS USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) WARUNG MAKAN SRI KANDI KECAMATAN KOTA WAINGAPU

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a very important role in the Indonesian economy, as the sector with the most sector with the largest number and high survivability in the face of economic crisis. economic crisis. While MSMEs have thrived in the national market, the challenge of expanding into the global market national market, the challenge of expanding into the global market remains. By therefore, developing the right strategy is key to achieving long-term success. long-term success. By choosing an appropriate strategy, a business can can create a competitive advantage. This article discusses the development of business strategy at Warung Makan Sri Kandi using SWOT analysis, IFAS matrix, and EFAS matrix. The purpose of this research is to identify the internal and external factors that influence success of the business as well as formulating the right strategy for business development. business development. Based on the results of the analysis, Warung Makan Sri Kandi is in quadrant IV of the SWOT matrix. IV in the SWOT matrix, which is a diversification strategy. This shows that the business has the potential to develop new products or services to expand the market and reduce dependence on to expand the market and reduce dependence on existing segments.