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All Journal TONGKONAN: Jurnal Pengabdian Masyarakat Al-amiyah : Jurnal Ilmiah Multidisiplin
Apsari, Nurlaila
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Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Al-amiyah : Jurnal Ilmiah Multidisiplin

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Membangun Strategi Bisnis Berkelanjutan: Analisis SWOT pada Mamam Ayam Apsari, Nurlaila; Daspar, Daspar
AL-AMIYAH: Jurnal Ilmiah Multidisiplin Vol. 2 No. 02 (2025): Mei-Agustus
Publisher : Yayasan Miftahul Ulum Sangatta Kutai Timur (KEP. MENKUMHAM RI No. AHU-0014779.AH.01.04.Tahun 2018) bekerjasama dengan Jurusan Tarbiyah STAI Sangatta Kab. Kutai Timur.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71382/aa.v2i02.268

Abstract

This study aims to analyze the internal and external conditions of Mamam Ayam MSMEs using SWOT analysis and the Internal (IFE) and External (EFE) Factor Evaluation matrix. Mamam Ayam is a culinary business with processed chicken with distinctive flavors and interesting menu variations. The method used is a qualitative case study with data collection through interviews, observation, and documentation. The analysis focuses on identifying strengths, weaknesses, opportunities and threats that affect the business. Results show strengths in taste, competitive pricing, and strategic location, while weaknesses are in digital promotion and financial management. Opportunities are open with chicken food trends and delivery services, while threats come from fierce competition and fluctuating raw material prices. These findings form the basis for formulating business development strategies so that Mamam Ayam can improve competitiveness and grow sustainably
Co-Authors Daspar Daspar Dzakiyyah, Nuha Muda, Kali Rismawati Rismawati Wisnuwardhana, Ridlofan