MARKETING STRATEGY OF MSMES BASED ON SWOT ANALYSIS: A CASE STUDY ON THE BASIC NEEDS BUSINESS “SAHABAT SAYUR” IN NGIMBANG VILLAGE, LAMONGAN

Abstract

This study aims to analyze the marketing strategy of the UMKM “Sahabat Sayur” in Ngimbang Village, Lamongan Regency, using a SWOT analysis approach. Data sources were obtained from three key informants directly involved in the business operations. Data collection techniques included in-depth interviews, direct observation, and documentation. The data analysis method used was descriptive qualitative analysis. The results showed that the main strengths of the UMKM include a strategic location, product variety and quality, and good relationships with customers. Weaknesses include limited capital, suboptimal digital promotion, and minimal financial record-keeping. Opportunities arise from increased public awareness of healthy food consumption, online shopping trends, and government support. Threats include competition from similar businesses, price fluctuations, and changes in government policy.