<![CDATA[The culinary industry continues to grow and contributes significantly to economic development, particularly through Micro, Small, and Medium Enterprises (MSMEs). This study aims to formulate a business development plan for Baso Raos Mas Pardi to improve competitiveness and business sustainability. A qualitative descriptive approach was employed using business environment analysis, SWOT analysis, and assessments of marketing, operations, management, finance, risk management, and innovation. The findings indicate strong development potential, supported by distinctive taste, a secret recipe, customer loyalty, and affordable prices. SWOT analysis places the business in a growth-oriented position, with recommended strategies including brand strengthening, social media optimization, product development, service improvement, and participation in culinary events. The business targets students, university students, employees, and families through positioning based on distinctive taste and affordability. Operationally, improvements are needed in service standardization, human resource management, and technology utilization. Financial analysis demonstrates feasibility, with an R/C Ratio above 1, a 1.2-year Payback Period, positive NPV, and an IRR of 56%, exceeding the applied discount rate. Overall, the proposed development plan is feasible and has strong potential to sustainably enhance the competitiveness of Baso Raos Mas Pardi in the culinary MSME sector.]]>
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