<![CDATA[This study aims to analyze the development strategies of the traditional food business Toge Taing Tumpat Panyabungan based on the principles of halalan thayyiban using SWOT analysis. The research uses a descriptive qualitative approach through data collection such as observation, interviews, and documentation. The data analysis technique uses an interactive analysis model that includes the process of data reduction, data presentation, and drawing conclusions. The results show that the Toge Taing Tumpat Panyabungan business has various internal strengths. Based on the SWOT analysis, the business's position shows a very favorable condition. And the most dominant and effective strategy is the SO (Growth Oriented Strategy), which is to utilize all available strengths to seize and maximize the opportunities on hand. The implementation of this strategy is expected to boost competitiveness, expand market share, and drive sustainable business growth in accordance with the principles of halalan thayyiban. Based on the SWOT analysis, the business is in a favorable position; therefore, the most dominant and effective strategy is the SO strategy (Growth-Oriented Strategy)—leveraging all internal strengths to capture and maximize available external opportunities.]]>
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