<![CDATA[The lifestyle trend of people who are increasingly aware of fashion, especially regarding shoes, encourages individuals to buy, use and even collect various types of shoes. From this trend, people are increasingly conscious of the care of their shoes, which is why they opt to use professional services to wash and care for them. A descriptive qualitative approach was employed in this study. In the face of escalating market competition, this study aims to analyse and examine the business strategies utilised by the Cleanshipp Lampung shoe wash service in Bandar Lampung. This study identifies the company's internal and external factors that affect business sustainability using the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis method, IFE (Internal Factor Evaluation), EFE (External Factor Evaluation), IE (Internal-external) Matrix, and QSPM (Quantitative Strategic Planning Matrix), as well as providing strategic recommendations that can be applied by the company. The research shows that the recommended strategy alternative is to "take advantage of strategic location and quality of service to deal with new competitors". Cleanshipp Lampung can add drop stations to deliver customers' shoes, and can add products such as anti-fungal liquids, and shoe perfumes, and Cleanshipp can also use social media for customer education and still maintain the duration of the work by modernising equipment.]]>
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