<![CDATA[Small and Medium Enterprises (SMEs) have a strategic role in supporting the national economy, including in the traditional culinary sector as carried out by the Kampung Kue Cluster in Surabaya. The purpose of this study is to analyze the marketing strategy implemented by UD. Pawon Kue. The research data collection technique used data tringulation techniques, namely observation, interviews, and documentation, which were conducted to the owner of UD. Pawon Kue, one of the business actors in the village. Based on the results of the SWOT matrix data analysis, the total IFE score of 2.44 and the total EFE score of 3.06 resulted in a matrix position in quadrant II with an IE strategy indicating the need for a Grow and Build strategy so that UD. Pawon Kue has taken advantage of taking advantage of existing opportunities with its strengths. Strategic recommendations include product development, flavor innovation, and wider utilization of digital channels.]]>
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