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All Journal Bisma : Business and Management Journal
Daspar Daspar
Universitas Pelita Bangsa, Indonesia
Social Sciences

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Analisis SWOT Pada Usaha Mikro, Kecil dan Menengah (UMKM) (Study Kasus Pada Mie Gacoan) Ibanez Nura Adi; Daspar Daspar
BISMA : Business and Management Journal Vol. 3 No. 2 (2025): Bisma : Business and Management Journal
Publisher : CV. Kalimasada Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59966/bisma.v3i2.1849

Abstract

This study aims to analyze the implementation of business strategies in Micro, Small, and Medium Enterprises (MSMEs) with a case study of Mie Gacoan using SWOT analysis. Mie Gacoan is one of the rapidly growing culinary brands in Indonesia, known for its affordable prices and extensive outlet network. This research employs a qualitative descriptive approach with observational methods, where data is collected through direct observation of operational activities, customer service, inventory management, and promotional strategies at Mie Gacoan outlets. The results indicate that Mie Gacoan has strengths in competitive pricing, high sales volume, and strategic locations. However, there are weaknesses such as long queues and inconsistency in service across different branches. Opportunities that can be leveraged include the development of new menu items, collaboration with influencers, and expansion into new areas. On the other hand, the main threats come from intense competition, rising raw material prices, and changing consumer preferences. This SWOT analysis provides a strategic overview for Mie Gacoan to capitalize on its strengths and opportunities while addressing its weaknesses and threats, thereby enhancing competitiveness and maintaining customer loyalty in the competitive culinary industry.
Analisis Faktor Internal dan Eksternal Usaha Mikro melalui Pendekatan SWOT: Studi Kasus pada Bawang Goreng Bu Alba Winda Astuti; Daspar Daspar
BISMA : Business and Management Journal Vol. 3 No. 2 (2025): Bisma : Business and Management Journal
Publisher : CV. Kalimasada Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59966/bisma.v3i2.1889

Abstract

This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) of Bawang Goreng Bu Alba, a local-based snack microenterprise located in Bekasi Regency, Indonesia. The research employed a descriptive qualitative approach with a case study method. Data were collected through direct interviews and observations with the business owner and analyzed using SWOT, IFE (Internal Factor Evaluation), and EFE (External Factor Evaluation) matrices. The results show that the internal strength score is 3.04, while the weakness score is 1.72. On the external side, the opportunity score is 2.94, and the threat score is 1.84. The total SWOT score indicates the business is positioned in Quadrant I, suggesting an aggressive strategy. Therefore, Bawang Goreng Bu Alba is encouraged to optimize its strengths and opportunities through product innovation, digital promotion, and collaboration with influencers and marketplaces to enhance competitiveness and business sustainability.
Co-Authors Ibanez Nura Adi Winda Astuti