<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play an important role in promoting economic growth, creating employment opportunities, and enhancing the competitiveness of local products. One of the MSMEs operating in the traditional woven fabric industry is Songket Pash in Palembang City, which continues to develop its business to remain competitive amid changing consumer preferences and market developments. This study aims to analyze the internal and external conditions and determine an appropriate business development strategy for Songket Pash MSME using SWOT analysis and the TOWS Matrix. This research employed a descriptive qualitative method with data collected through observation, interviews, and documentation. The findings indicate that Songket Pash has favorable internal and external conditions, with strengths and opportunities outweighing weaknesses and threats. Based on the SWOT analysis, the business is positioned to implement a growth-oriented strategy by utilizing its strengths to seize market opportunities. The recommended strategies include improving service quality, developing customized and trend-oriented products, optimizing marketing activities, and expanding market reach. These strategies are expected to enhance competitiveness, strengthen the MSME's market position, and support sustainable business development.]]>
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