Year: 2025
Type: article
Abstract: This study aims to analyze the business development strategy of abon (shredded meat) at UMKM Langkah Maju using a SWOTapproach. The analysis evaluates internal factors, including strengths and weaknesses, as well as external factors, such as opportunities and threats that affect business growth. The results indicate that UMKM Langkah Maju's main strengths lie in highquality raw materials, distinctive flavors, and competitive pricing. However, challenges such as limited production capacity,suboptimal marketing, and competition with large-scale abon producers remain significant. By leveraging opportunities such asincreasing market demand, digital marketing, and government support, the recommended strategies include market expansion,product innovation, and branding improvement. This study is expected to serve as a reference for developing creative economybased MSMEs to enhance competitiveness and achieve sustainable business growth
Authors: Yehuda Nathanael Theo Saputra, Seto Probo Pengestu, Malicha Prabawati, Alfarobi Sabilar Rosyad Wahyudi, Chabib Galuh Pratama, Adithya Saputra
Institution: Satya Wacana Christian University
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411008420