| dc.description.abstract | Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting
national economic growth, particularly in the food sector, such as the coffee
industry, which continues to experience increasing demand. UMKM XYZ is a local
roastery business in Medan that faces challenges in reaching a wider market. This
study aims to design a structured business development strategy to enhance the
competitiveness and sustainable growth of UMKM XYZ. The analysis is conducted
through the preparation of the IFE (Internal Factor Evaluation) and EFE (External
Factor Evaluation) matrices to evaluate strengths, weaknesses, opportunities, and
threats, which are then incorporated into the SWOT matrix. The final decision
making stage is carried out using the Quantitative Strategic Planning Matrix
(QSPM) method to determine priority strategies based on the Total Attractiveness
Score (TAS). The results indicate that XYZ is positioned in Quadrant I of the SWOT
analysis, suggesting a strategic position for aggressive expansion and growth. The
main strategies developed include strengthening promotions through digital
marketing, collaborating with influencers, developing product variations, and
expanding distribution channels to coffee shops, souvenir centers, and marketplace
platforms. The implementation of these strategies is expected to enhance brand
awareness, expand market share, and strengthen the competitiveness of UMKM
XYZ amid increasingly competitive coffee industry challenges. | en_US |
