Increasing the Competitiveness of Sweet Nutmeg and Papaya Products Owned by MSMEs in Cibeber Village, West Java Province, Indonesia

Alda Chairani, Pricilia Johani Sakti, Irfal Irfal, Eduard Rudolf Pangkerego

Abstract


This study aims to analyze the right strategy for Candied Nutmeg and Papaya products owned by Cibeber Village MSMEs that are facing challenges and utilizing existing opportunities to develop their business. These MSMEs face various problems, such as limitations in marketing, lack of product innovation, and external challenges, such as increasingly tight competition and limiting raw material prices. This study uses SWOT, IFAS, EFAS, and QSPM analysis to identify internal and external factors that affect the candied nutmeg and papaya business and formulate effective strategies. The study results indicate that the most appropriate strategy is the ST (Strengths-Threats) Strategy, which prioritizes using internal strengths to overcome external threats. The main strengths of candied nutmeg and papaya products are packaging that can be developed more attractively and products already known in the local market. To deal with this, candied nutmeg and papaya products must improve packaging, diversify products, and utilize digital marketing. In conclusion, to increase competitiveness and business desire, it is recommended that candied nutmeg and papaya products strengthen branding, expand market reach through online platforms, and improve supply chain management efficiency to address raw material prices. With the implementation of this strategy, it is expected that candied nutmeg and papaya products can strengthen their position in the market and achieve sustainable growth.


Keywords


Packaging, Branding, Marketing, Excellent Service, SWOT Analysis

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DOI: https://doi.org/10.54268/baskara.v7i2.25926

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