Entrepreneurial Marketing Analysis using Swot Analysis Method (Case Study of MSMEs Warung Tegal Embu – Kedungwaringin District, Bekasi Regency)

Ali Hanafi, Dikka Safriyanto, Ghenni Puja Whardana, Rizqi Adji Ramdani and Tri Ngudi Wiyatno
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Ali Hanafi: Industrial Engineering Study Program, Faculty of Engineering, Pelita Bangsa University, Jl. Inspection Kali Malang No. 9 Cibatu Village, South Cikarang District, Bekasi Regency, West Java (17530)
Dikka Safriyanto: Industrial Engineering Study Program, Faculty of Engineering, Pelita Bangsa University, Jl. Inspection Kali Malang No. 9 Cibatu Village, South Cikarang District, Bekasi Regency, West Java (17530)
Ghenni Puja Whardana: Industrial Engineering Study Program, Faculty of Engineering, Pelita Bangsa University, Jl. Inspection Kali Malang No. 9 Cibatu Village, South Cikarang District, Bekasi Regency, West Java (17530)
Rizqi Adji Ramdani: Industrial Engineering Study Program, Faculty of Engineering, Pelita Bangsa University, Jl. Inspection Kali Malang No. 9 Cibatu Village, South Cikarang District, Bekasi Regency, West Java (17530)
Tri Ngudi Wiyatno: Industrial Engineering Study Program, Faculty of Engineering, Pelita Bangsa University, Jl. Inspection Kali Malang No. 9 Cibatu Village, South Cikarang District, Bekasi Regency, West Java (17530)

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 5, 800-811

Abstract: Micro, Small and Medium Enterprises (MSMEs) are a form of small and medium scale economic movement carried out by individuals independently in society, MSMEs role an important role in turning the wheels of the community’s economy, innovation in food products that have regional flavors is unique in its own right. There is widespread business competition in the culinary sector, one of which is food stalls from the Tegal – Central Java area which are often called warteg, this term has developed and has become its own attraction and has become a characteristic of the existence of these food stalls, despite the business competition. strictly requires innovation and improvement in marketing and service quality in order to increase sales and be able to compete in the food business. The purpose of this research is to determine the biggest opportunities that can be exploited to develop and compete in business and to find effective marketing strategies. To achieve this goal, researchers use the SWOT Analysis method which can analyze the strengths, weaknesses, opportunities and threats that exist in the business, from the analysis carried out. The results obtained in the form of advantages that can be utilized by Warung Tegal Embu MSME entrepreneurs lie in Strength or power. So from these results it is hoped that entrepreneurs can take advantage of the advantages they have to achieve goals and solve problems faced by entrepreneurs.

Date: 2024
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