<![CDATA[Strategy formulation is needed to understand internal and external conditions as the basis for determining the direction of business development. This research aims to determine the competitive position, identify internal and external factors, and formulate the right strategy for Jeckstore. Jeckstore is a men's fashion MSME in Makassar City that faces several obstacles, including low brand awareness, digital promotion that has not been maximized, high competition in fashion businesses, and operational management and financial recording that has not been systematic. This study uses a descriptive method with a qualitative approach. Data was obtained through observation, interviews, and the distribution of questionnaires to owners, employees, and consumers. The analysis was carried out in stages using the Competitive Profile Matrix (CPM), Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External Matrix (IE), SWOT Matrix, and Quantitative Strategic Planning Matrix (QSPM) to determine the most appropriate strategy for Jeckstore. The results of the study showed that Jeckstore obtained an IFE score of 2,938 and an EFE of 3,087 so that it is in Cell II of the IE Matrix with a grow and build position. The position recommends market penetration, market development, and product development strategies that are aligned with alternative strategies, the results of a SWOT matrix using QSPM. The main strategy that is prioritized is to increase brand awareness through social media, digital advertising, and collaborations with local influencers. The next strategy is to increase digital promotion through the marketplace, maintain prices, product quality, and service to maintain customer loyalty, and increase the variety of products, colors, and sizes according to fashion trends through collaboration with several suppliers.]]>
