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All Journal International Journal of Global Accounting, Management, Education, and Entrepreneurship (IJGAME2)
Khoiruddin, Akhmad
Unknown Affiliation
Economics, Econometrics & Finance Education Social Sciences

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MARKETING STRATEGY OF MSMES BASED ON SWOT ANALYSIS: A CASE STUDY ON THE BASIC NEEDS BUSINESS “SAHABAT SAYUR” IN NGIMBANG VILLAGE, LAMONGAN Khoiruddin, Akhmad; Arifin, Syamsul; Utomo, Priyo; Siswohadi
International Journal of Global Accounting, Management, Education, and Entrepreneurship Vol. 6 No. 1 (2025): International Journal of Global Accounting, Management, Education, and Entrepre
Publisher : Sekolah tinggi ilmu ekonomi pemuda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.48024/ijgame2.v6i1.210

Abstract

This study aims to analyze the marketing strategy of the UMKM “Sahabat Sayur” in Ngimbang Village, Lamongan Regency, using a SWOT analysis approach. Data sources were obtained from three key informants directly involved in the business operations. Data collection techniques included in-depth interviews, direct observation, and documentation. The data analysis method used was descriptive qualitative analysis. The results showed that the main strengths of the UMKM include a strategic location, product variety and quality, and good relationships with customers. Weaknesses include limited capital, suboptimal digital promotion, and minimal financial record-keeping. Opportunities arise from increased public awareness of healthy food consumption, online shopping trends, and government support. Threats include competition from similar businesses, price fluctuations, and changes in government policy.
Co-Authors Priyo Utomo Siswohadi Syamsul Arifin