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All Journal Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi (JEBIMAN)
Siti Nur Karimah
Fakultas Ekonomi dan Bisnis, Program Studi Manajemen, Universitas Pelita Bangsa
Economics, Econometrics & Finance

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ANALISIS SWOT PADA USAHA MIKRO, KECIL DAN MENENGAH (UMKM) (STUDI KASUS PADA ES TELER 77) Siti Nur Karimah; Daspar Daspar
JEBIMAN : Jurnal Ekonomi, Bisnis, Managemen dan Akuntansi Vol. 3 No. 4 (2025): JULI
Publisher : CV. ADIBA AISHA AMIRA

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Abstract

This study aims to analyze business strategies applicable to the Es Teler 77 MSME in facing the increasingly fierce competition in Indonesia's culinary industry. The analysis uses the SWOT approach (Strengths, Weaknesses, Opportunities, Threats), supported by the IFE and EFE matrices to identify internal and external factors influencing business sustainability. The calculation results show a total IFE score of 2.15 and an EFE score of 1.95, placing Es Teler 77 in Quadrant IV of the SWOT matrix. This position indicates that the company must adopt a defensive strategy by minimizing weaknesses and avoiding threats. Recommended strategies include operational efficiency, improvement of service quality, and adaptation to current market trends and consumer needs. Through these efforts, Es Teler 77 is expected to maintain its business continuity and enhance its competitiveness amidst increasingly aggressive competitors.
Co-Authors Daspar Daspar