Analisis SWOT pada UMKM Sajodo Snack untuk Meningkatkan Strategi Pemasaran

Micro, Small, and Medium Enterprises (MSMEs) are very important for the Indonesian economy, including in terms of labor absorption and local economic growth. One of the MSMEs that is developing in the culinary sector is Sajodo Snack, which offers products such as tempeh chips, glass chips, basreng, and others. To face increasingly fierce competition, an effective sales strategy is needed. This study aims to conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis on Sajodo Snack in order to develop a more efficient sales strategy. Through a SWOT analysis, the study found that Sajodo Snack has strengths in product quality and innovation, but also has weaknesses such as dependence on raw material suppliers and limited marketing budget. Opportunities that can be tapped into include snack consumption trends and the use of marketing technologies, while threats include fierce competition and changing consumer preferences. By formulating a strategy based on a SWOT analysis, Sajodo Snack is expected to increase its competitiveness and achieve long-term business goals. This research also contributes to the literature on MSME marketing strategies in Indonesia as well as practical recommendations for other small business actors