<![CDATA[Micro, small, and medium enterprises (MSMEs) face increasingly complex competition, requiring measurable and adaptive business development strategies. This study aims to identify the internal and external factors affecting HKS Decoration in Pasuruan and formulate appropriate business development strategies using SWOT analysis. The study employed a qualitative descriptive approach integrated with descriptive quantitative analysis. Data were obtained through participatory observation, in-depth semi-structured interviews with the business owner and field crew, documentation, and literature study. The analytical instruments consisted of the Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) matrix, Internal-External (IE) matrix, SWOT Cartesian diagram, and SWOT matrix. The results show that HKS Decoration has strengths in independent ownership of decoration assets, neat and elegant service output, flexible service according to client budgets, and direct personal service from the owner. The main weaknesses are the absence of written standard operating procedures, simple administration, overlapping field tasks, and suboptimal digital marketing and portfolio documentation. The IFE score is 2.80, indicating a moderate internal position, while the EFE score is 3.02, indicating a strong external position. The IE matrix places HKS Decoration in Cell II with a Grow and Build strategy, while the SWOT Cartesian diagram places the business in Quadrant I, indicating an aggressive growth-oriented strategy. Priority strategies include establishing written field-work SOPs, strengthening visual digital marketing through Instagram and TikTok, expanding the market to Bangil, Pandaan, Sidoarjo, and Probolinggo, and developing B2B partnerships with event-support vendors.]]>
