<![CDATA[Business planning is an instrument that helps companies develop and manage theirbusiness better. CV Bersama Jaya is a business engaged in the printing of food and beverage packaging. According to the company’s record for the period 2020-2023, its sales has significantly decreased since the Covid-19 pandemic. The condition did not improve since then, allegedly due to suboptimal marketing strategies. This study evaluates the business condition of CV Bersama Jaya by conducting analyses on the production, human resource, market, marketing, financial, and external condition aspects and performs SWOT analysis based on the data acquired from observations and interviews with the business owner. It was found that the main problems are in marketing strategies and human resource. The company does not sufficiently use social media for marketing and increasing customer engagement and has not provided adequate education for its human resource, about the importance of customer engagement. The objective of this qualitative descriptive research-and-development study is to provide strategic solutions for the company’s development in the aspects of marketing, human resource development, and production. The outcomes are plans for new marketing strategies, changes in organizational structure by adding employees, application of customer engagement, renewal of production machineries, and financial and investment projection using NPV, IRR, and payback period methods.]]>
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