<![CDATA[MSMEs have a role in supporting the growth of the provincial economy. The tight business competition is a challenge that must be faced by MSME owners, so that innovation and uniqueness are obligations that must be had today. This study aims to develop Micro, Small and Medium Enterprises (MSMEs) through strategic management planning. The type of research applied is qualitative with a descriptive approach based on literature and interview results with MSME owners located in Jembrana Regency, Bali Province. The SO strategy directs MSMEs to expand their target market online because they can show quality and halal-certified products. The WO strategy focuses on improving digital marketing skills and utilizing digital in the payment process to reach online consumers. The ST strategy directs MSMEs to expand their supplier network to maintain quality raw material stocks and demonstrate competitive advantages over competitors. The WT strategy is directed at the role of MSMEs in anticipating a decline in consumer purchasing power by conducting trend analysis through social media. The four strategies that have been formulated can be used as a guide to developing the sustainability of MSME businesses. The SWOT matrix shows strategies that can be practised to optimize strengths and opportunities, improve weaknesses, and overcome threats to MSME businesses.]]>
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