Strategi Pengembangan Usaha Keripik Ubi Makja Dalam Meningkatkan Daya Saing Dan Penjualan Di Desa Makarti Jaya Kabupaten Empat Lawang

Abstract

This study analyzes the business development strategy of Makja cassava chips to improve competitiveness and sales in Makarti Jaya Village, Empat Lawang Regency, Indonesia. Makja is a micro and small enterprise (SMEs) based on cassava processing with strong economic potential but faces several challenges. Internal issues include limited labor, inconsistent product quality, inadequate packaging, and weak use of digital marketing. External challenges include declining consumer purchasing power and increasing competition in the snack food industry. This research uses a qualitative case study approach, with data collected through observation, interviews, and documentation from 11 key informants. The analysis applies the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, followed by IE and SWOT analyses to identify the firm’s strategic position. The results show that Makja’s main strengths are hygienic products and strong brand recognition, while weaknesses in product consistency and digital promotion limit the use of market opportunities. The SWOT analysis places Makja in Quadrant III (WO strategy). Recommended strategies include improving product quality through training programs and optimizing digital platforms for online sales and promotion to enhance competitiveness and support sustainable growth.