ANALISIS SWOT PADA UMKM TAHU XYZ DI SLEMAN

Abstract

In the current era of digitalization, the level of competition is getting tougher, so a strategy is needed to win the competition. The success of an implementation strategy will depend on the accuracy of the strategy in reading internal conditions, changes in the environment and the level of competition. It is used to read an analysis of internal strengths and weaknesses, as well as opportunities and threats from the external environment. SWOT analysis is one option to be able to assist in making an effective strategy to win the competition. SWOT analysis is very simple and easy to use but is able to provide a detailed picture of internal and external environmental conditions. This analysis is widely used for the preparation of strategic business planning which aims to develop a long-term strategy so that the direction and goals can be achieved and on target so that a decision can be taken. SMEs (Small and Medium Enterprises) tofu craftsmen have an important role in economic growth. The approach taken using SWOT analysis is carried out to determine competitive advantage and threats to business continuity. The research method used is observation and interview methods. The strategy to increase the turnover of SME craftsmen based on the results of the research is to expand market share, improve product quality, improve/maintain the quality of production and packaging machines, maintain production prices, create online marketing websites, establish good relationships with customers and the government. The results of this analysis aim to provide an overview of the need for an analytical tool to study internal conditions both weaknesses and strengths as well as address the external environment in the form of threats and opportunities to make strategic decisions in facing competition in the global era.