<![CDATA[Retail MSMEs are increasingly challenged by competition from modern minimarkets, changing consumer shopping behavior, and growing sustainability expectations. Despite the widespread use of strategic analysis tools, studies integrating competitive strategy formulation with sustainable business model design remain limited, particularly for retail MSMEs. This study proposes an integrative framework for developing competitive and sustainable business strategies using evidence from Ridho Retail Store, a retail MSME in Indonesia. A mixed-method case study approach was employed, combining interviews, field observations, and business performance data. The findings indicate that Ridho Retail Store achieved an Internal Factor Evaluation (IFE) score of 2.70 and an External Factor Evaluation (EFE) score of 2.90, placing the business in Cell V of the IE Matrix, which suggests a hold and maintain strategy through gradual improvement. The proposed strategy emphasizes service differentiation through delivery services, stronger community engagement, and sustainability-oriented initiatives supported by a phased implementation roadmap. This study demonstrates how competitive strategy formulation can be systematically integrated with sustainable business model design to strengthen long-term competitiveness and sustainability in a retail MSME, providing a practical framework that can be adapted by similar small retail businesses.]]>
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