Formulation of Effective Marketing Strategies through SWOT Analysis in the Culinary Business 'KRABBY PARTY'
DOI:
https://doi.org/10.35145/icobima.v4i2.6259Kata Kunci:
SWOT Analysis, Marketing Strategy, Culinary BusinessAbstrak
Micro, small and medium enterprises (MSMEs) play a key role in the economy, but intense competition in the culinary sector, especially for burger products, demands the implementation of appropriate competitive strategies for businesses to survive. This research aims to comprehensively understand the strengths, weaknesses, opportunities, and threats (SWOT) of the culinary business 'KRABBY PARTY' and formulate its marketing strategy. Using SWOT Analysis, the research identifies that the main strengths lie in the quality of products with distinctive flavours, ease of transactions, and strategic location, while weaknesses include simple management and limited space as a small street stand which impacts the short shelf life of the products. The biggest opportunities are the wide fan base across all ages and the potential to open new branches or product innovations, while the main threats are the volatility of raw material prices and intense competition from similar businesses. In conclusion, an effective marketing strategy should focus on developing digital marketing (Instagram and WhatsApp) and product innovation to capitalise on market strengths and opportunities while proactively addressing existing weaknesses and threats.
Unduhan
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