<![CDATA[This study aims to evaluate Roby Tailor's condition across production, marketing, human resources, and financial aspects, and to formulate alternative business development strategies based on a SWOT analysis. A descriptive-qualitative method was employed, with data collected through observation, interviews, and documentation. Data analysis utilized the IFE Matrix, EFE Matrix, SWOT Diagram, and SWOT Matrix. The results indicate that Roby Tailor is generally in a favorable position. Regarding production, the ability to create high-quality products is supported by the availability of adequate equipment and raw materials. Marketing activities rely heavily on customer recommendations and WhatsApp; thus, the use of digital media needs to be expanded. The workforce possesses the competence and experience necessary for operations, although the division of labor requires improvement. Financial analysis yielded positive results, with an NPV of IDR 111,280,103 and an IRR of 56.13%, indicating a financial standing conducive to business expansion. The SWOT analysis yielded a total strength score of 3.63 and a weakness score of 1.93, while the EFE analysis showed an opportunity score of 3.56 and a threat score of 1.85; the resulting X and Y coordinates of 1.70 place the business in Quadrant I, calling for an aggressive strategy. SO strategies focus on design development, maintaining product quality, expanding partnerships, enhancing digital promotion to strengthen the business's competitiveness. Unlike previous studies that applied SWOT analysis to various business types, this study applies it to a tailoring service, integrating production, marketing, human resource, and financial aspects to formulate a development strategy for Roby Tailor.]]>
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