<![CDATA[Purpose – This study aims to analyze the internal and external factors affecting Toko Sayur Lesmana, a greengrocery business in Pare Central Market, to formulate an appropriate business strategy for improving market stability and addressing declining revenue. Design/Methodology/Approach – This study employs a qualitative approach. Primary data were collected through interviews and observations, while secondary data were obtained from books, journals, and websites. The data were analyzed using strategic management tools, including the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, SWOT Matrix, Internal-External (IE) Matrix, and Quantitative Strategic Planning Matrix (QSPM). Findings – The results indicate that the appropriate strategy for Toko Sayur Lesmana is market penetration, with a Total Attractiveness Score (TAS) of 5.23. This strategy is recommended to strengthen the business position, increase competitiveness, and improve revenue performance in the horticulture market. Originality/Value This study provides value by integrating various strategic analysis tools to identify the most appropriate growth strategies for traditional vegetable shops, offering a structured decision-making model that can be applied by similar horticulture-based MSMEs.]]>
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