<![CDATA[Purpose – This study aims to design business development strategies for Mojo 94 Catering by applying market penetration and market development strategies to identify opportunities for market expansion through social media optimization and improvements in managerial and operational systems. Design/Methodology/Approach – This study employs a qualitative research approach. Data were collected through observation, interviews, and document studies. The study applies market penetration and market development strategies to formulate a business development plan, supported by financial feasibility analysis using Internal Rate of Return (IRR) and Net Present Value (NPV). Findings – The results show that implementing digital marketing strategies and improving the financial reporting structure can enhance the competitiveness of Mojo 94 Catering. Furthermore, the financial feasibility analysis demonstrates positive investment prospects, as indicated by favorable IRR and NPV values, supporting the long-term sustainability of the business. Originality/Value This research provides value by integrating market penetration and market development strategies with digital marketing and financial system improvements, offering a practical business development model that can be adopted by similar MSMEs in the culinary sector.]]>
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