ANALISIS SOWT BISNIS USAHA MIKRO KECIL MENENGAH (UMKM) SOTO AYAM PAK PUR

Abstract

Soto Pak Pur is one of the MSMEs engaged in traditional culinary and has been widely known in the Cikarang area, West Java. The purpose of this study is to examine the business development strategy implemented by Soto Pak Pur in order to maintain business continuity and increase competitiveness amidst the increasingly tight competition in the culinary industry. This study uses a qualitative method with a case study approach. Data were collected through interviews with business owners, direct observation of operational activities, and documentation. The research findings reveal that the main strategies implemented include: maintaining the quality and taste of food, providing friendly customer service, innovating the menu, and utilizing social media as a promotional tool. Other advantages of this business are its strategic location and pocket-friendly prices. However, this business also faces a number of challenges, such as limited production capacity when there is a spike in demand, and a less than optimal financial recording system. Based on this, this study recommends the implementation of digitalization of business management and entrepreneurship training to encourage more sustainable business growth in the future.