Competitive Strategies for Micro, Small, and Medium Enterprises (MSMEs) Through SWOT Analysis

Ika  Fitriyani; Wahyu Haryadi; Novikadewi Sumbawati; Asmini Asmini; Kamaruddin Kamaruddin

doi:10.37673/jebi.v10i1.6119

Authors

Ika Fitriyani
Wahyu Haryadi
Novikadewi Sumbawati
Asmini Asmini
Kamaruddin Kamaruddin

DOI:

https://doi.org/10.37673/jebi.v10i1.6119

Keywords:

Strategy, Competitive, MSMEs, SWOT Analysis

Abstract

This study aims to determine the competitive strategy of MSMEs using SWOT analysis, identify the strengths, weaknesses, opportunities and threats of MSMEs in Sumbawa Regency in designing the right competitive strategy and provide ideas and ideas for MSMEs in order to improve the quality of MSMEs. This type of research is descriptive research with a qualitative approach. Data collection techniques through interviews and documentation. The number of samples in this study was 10 MSMEs. The results of the study indicate that MSME actors in Sumbawa District have high strengths and opportunities so that they are in quadrant 1 (one) (Progressive) meaning that MSMEs are in a strong condition so that it is very possible to continue to expand, increase growth and achieve maximum progress. Based on the SWOT quadrant in the first quadrant, which means that MSMEs have good strengths that can be utilized as opportunities to encourage the progress of Samawa University.

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