<![CDATA[Background: Functional Entrepreneurship Development Officers (JFPKWU) play an important role in MSME coaching; however, competency development within the newly established Ministry of MSMEs remains uneven, reactive, and lacks a position-specific competency-needs plan. This gap highlights the need to analyze competency development mechanisms and strengthening strategies. Objective: This study aims to analyze competency development strategies for JFPKWU within the Ministry of MSMEs to improve organizational performance and MSME coaching effectiveness. Methods: A qualitative case study approach was employed through in-depth interviews with nine key informants, participatory observation, and document analysis. Data were analyzed using SWOT and TOWS matrices to integrate internal conditions and external factors into strategic recommendations. Results: The findings indicate that JFPKWU competency development is influenced by three dominant factors: top management support, commitment of specialist and generalist officials, and training and development processes, supported by learning styles, organizational complexity, technology utilization, and human resource management functions. Key challenges include inconsistent leadership support, reactive training approaches, limited training participation, and the absence of position-specific competency planning. The study proposes a seven-strategy framework integrating governance strengthening, adaptive digital and hybrid learning, continuous position-based learning, practice-based collaboration, training transformation, HR optimization, and sustainable competency development. Conclusion: Effective JFPKWU competency development requires integrated strategies that align governance, learning systems, human resource management, digital transformation, and collaborative practices to strengthen organizational capacity and improve MSME coaching performance.]]>
