Abstract
This research was conducted on Wisma Jaya Undergraduate Meatballs. This journal contains the business strategy of Wisma Jaya Undergraduate Meatballs by using SWOT analysis as a competitive strategy to increase the competitiveness of the Wisma Jaya Undergraduate Meatball business. The results of the problems faced by Bakso Undergraduate Wisma Jaya show that there are advantages from strengths, such as satisfactory service quality, additional services (custom flavors according to taste), and affordable prices. In addition, there are disadvantages, such as lack of human resources, lack of time efficiency, lack of technological knowledge, and opportunities, such as changes in people's lifestyles, customer satisfaction levels, and the amount of vehicle smoke. Finally, there are dangers or threats: ever-increasing levels of competitors, competitive prices and quality, the use of e-commerce, customer loyalty.