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All Journal Journal of Global Business and Management Review International Journal of Economics Development Research (IJEDR) Jurnal Ilmiah Manajemen Kesatuan International Journal of Social Science Jurnal ABDIMAS Budi Darma Jurnal Ekonomi dan Bisnis Digital (MINISTAL) International Journal of Social Science, Education, Communication and Economics Journal of Innovation Research and Knowledge PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS Publikasi Ilmiah Bidang Pengabdian Kepada Masyarakat (SIKEMAS) Lensa Ilmiah: Jurnal Manajemen dan Sumberdaya Prioritas : Jurnal Pengabdian Kepada Masyarakat e-Jurnal Apresiasi Ekonomi Asian Journal of Management, Entrepreneurship and Social Science Journal of Financial Management & Accounting
Sjukun
STIE Professional Manajemen College Indonesia, Medan
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Journal : Journal of Financial Management

 1 
SWOT-BASED MARKETING STRATEGY FORMULATION TO IMPROVE MICRO-ENTERPRISE COMPETITIVENESS Aidil Purta; Sjukun; Pius Deski Manalu
Journal of Financial Management & Accounting Vol. 2 No. 1: MARCH - AUGUST, 2025
Publisher : PT. MITRA ANGKASA INFORMATIKA

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Abstract

Micro-enterprises play a vital role in supporting the national economy, especially in creating jobs and driving the local economy. However, amidst the increasingly dynamic market competition, many micro-entrepreneurs have difficulty increasing their competitiveness, especially in terms of marketing. This study aims to formulate a relevant and applicable marketing strategy for micro-entrepreneurs, using a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis approach. The research method used is descriptive qualitative with a case study of culinary entrepreneurs in City X. Data were collected through direct observation, in-depth interviews, and documentation of business activities. The results of the study indicate that a SWOT-based strategy—which includes the SO, ST, WO, and WT approaches—can help entrepreneurs design more targeted, innovative, and adaptive marketing steps to existing challenges. Recommended strategies include marketing digitalization, improving product quality, and collaborating with communities and other entrepreneurs. This approach not only strengthens the position of micro-enterprises in competition but also provides new hope for the sustainability and growth of their businesses in the future. Keywords:marketing strategy, SWOT, competitiveness, micro business, UMKM
Co-Authors Aidil Purta Andri Damri SM Armansyah Armansyah Delvina Donawati Dwi Septi Haryani Fenny Fenny Fenny Frilla Degustia Goh, Thomas Sumarsan Hasnarika Hasnarika Hendry Iskandar Zulkarnain Jirwanto, Henry Lalu Supardin Margery, Errie Nanda Sulistiyowati Peranginangin, Jimmy Pius Deski Manalu Selvi Fauzar Siagian, Supriadi Stiven Wijaya Sukiman Sukiman Wafiq Syifa Azzahra Yulius, Yudi Yusuf Taufik Zuhanda, Muhammad Khahfi