<![CDATA[ This study aims to determine the business development carried out by employees and owners of Kaku Food, a business development strategy that Kaku Food uses through a marketing mix. The type of research used is qualitative descriptive, which is an analysis used by the SWOT analysis method. To achieve the research objectives, data collection techniques were used, namely observation, interviews, and documentation with six people as informants from the owners, employees, and customers of Kaku Food. The validity checking of data is carried out using source triangulation techniques. Data analysis techniques use data collection, data condensation, data presentation and conclusions. The results showed that the business development strategy that can be applied by Kaku Food is a diversification strategy. By carrying out a diversification strategy, Kaku Food can improve product quality or add new variants by using other raw materials so that they are not tied to just one raw material. The supporting factors of kaku food are having varied products, easily accessible store locations, maximum promotion through interesting content on social media, many branches, and the availability of raw materials that are easily accessible. While the inhibiting factor of rigid food is that there are no branches outside the city of Makassar, the price is classified as expensive when compared to similar products, product packaging that is easily torn, and parking space that is less spacious makes 4-wheeled vehicles forced to park on the shoulder of the road. ]]>
