https://review.
e-siber.
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Vol.
No.
Januari - March 2025 DOI: https://doi.
org/10.
38035/sijse.
https://creativecommons.
org/licenses/by/4.
SWOT Analysis on Bang Anwar Young Coconut Ice MSMEs Laila Najwa1.
Tyna Yunita2.
Nabila Dwi Putri3.
Nasywa Alifia Gusnarni4.
Rosa Auliya Ananda5 Bhayangkara University Jakarta Raya.
Jakarta.
Indonesia, lailanajwa2005@gmail.
Bhayangkara University Jakarta Raya.
Jakarta.
Indonesia, tyna.
ubj@gmail.
Bhayangkara University Jakarta Raya.
Jakarta.
Indonesia, nabiladwiputri695@gmail.
Bhayangkara University Jakarta Raya.
Jakarta.
Indonesia, nasywaalifia93@gmail.
Bhayangkara University Jakarta Raya.
Jakarta.
Indonesia, rosaauliyaananda@gmail.
Corresponding Author: lailanajwa2005@gmail.
Abstract: The results of the study show a development strategy that can increase the competitiveness of Bang Anwar's Es Kelapa Muda MSMEs, which have been operating since 2006, with an average daily income of around IDR 300,000 and a monthly income of around IDR 1,000,000.
This research focuses on internal and external factors of the company, and uses a qualitative descriptive approach to literature research.
Fresh flavors, affordable prices, and simple production processes are strengths, according to the analysis.
The limitations of raw materials and product variety are two drawbacks.
High local demand provides opportunities, while modern competition and weak coconut prices pose a threat.
Partnerships, increased production, product diversification, and digital marketing are some of the suggested strategies.
As a result.
SWOT analysis can be a strategic tool for small and medium-sized companies looking to change and grow sustainably.
Keywords: SWOT analysis.
MSMEs
INTRODUCTION
Micro, small, and medium enterprises (MSME.
play an important role in the Indonesian economy, especially in driving the informal sector and creating jobs.
Traditional beverage businesses, such as young coconut ice, are one form of MSMEs that have survived consistently.
This product has a stable selling value and is still in demand by the public, especially in the Es Kelapa Muda Bang Anwar is one of the MSME companies that has been operating The business is known for its fresh taste, affordable prices, and a location that is easily accessible to local consumers.
The two products sold by Bang Anwar's Es Kelapa Muda MSMEs are coconut ice in plastic wrap for IDR 6,000 and whole coconut for IDR 15,000.
This business can generate around IDR 300,000 daily, with a total monthly income of around IDR 1,000,000.
Despite the fact that these small and medium businesses (MSME.
look simple, they have very promising economic potential if managed strategically.
However, businesses have to face challenges due to changing consumer styles, new competitors, and limitations of innovation.
113 | P a g e https://review.
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SWOT
(Strengths.
Weaknesses.
Opportunities, and Threat.
analysis is the approach used in this study.
The goal is to find the factors that affect business performance and create a more competitive and flexible development strategy.
This method is considered relevant because it can provide a comprehensive picture of the company's position in the face of competition and market It is hoped that this research will help business owners in determining their business policies and other parties such as MSME coaches and the government in creating empowerment In addition, the analysis of these SWOT results can be a reference for business types to be able to survive in the midst of modernization challenges and make innovations that suit the desires and tastes of current customers.
METHOD
This study uses a qualitative descriptive methodology, which is also part of the literature study methodology.
This method was chosen because the main purpose of the study is to analyze and understand the SWOT strategy of Kelapa Muda Bang Anwar MSMEs as a whole using the available secondary data.
To gain a better understanding of the strategic position of companies in the beverage industry, the study concentrates on collecting, researching, and analyzing information from a variety of trustworthy sources.
RESULTS AND DISCUSSION
Based on the background, objectives and methods, the results of this article are as follows:
Strategy Management Analysis of the internal and external environment, the establishment of vision and mission, the formulation of strategies, and the control of the implementation of strategies to deal with changing business dynamics are all part of the systematic process known as management strategy, which involves the formulation, implementation, and evaluation of decisions that enable the organization to achieve its long-term goals effectively and efficiently.
According to Musnaeni.
Abidin, and Purnamawati .
in the journal Cendekia: Jurnal Ilmu, management strategies are very important to improve organizational quality by planning and managing resources optimally to achieve goals.
SWOT Analysis Change can occur inside or outside the company, which can have a negative or good However, the change has no impact on the company.
beneficial to the business Therefore, companies must conduct an analysis to know their survival.
This analysis can identify factors that affect product offerings positively and negatively.
In this case, it is very important to understand all the information about a product, find the problem, and then solve it.
In 1960Ae1970.
Albert Humphrey made a SWOT analysis.
SWOT comes from the words strengths, weaknesses, and opportunities .
and threats .
Freddy Rangkuti said that this SWOT analysis systematically identifies various elements to create a business Basically, this analysis can maximize strengths and weaknesses as well as minimize weaknesses and threats.
Providing an explanation of the company's internal and external mission, goals, strategies, and policies is an important part of the company's strategic planning.
In this SWOT analysis, there are two environmental factors in the form of:
The external environment is the forces, conditions, circumstances, and events that relate to an organization or company and cannot control or influence a strategy.
The 114 | P a g e https://review.
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Internal environment is the forces, conditions, circumstances, and events that relate between organizations or companies that have the ability to control a strategy.
This internal environmental study should be conducted to show the company's strengths and weaknesses.
Table 1.
SWOT Analysis OPPORTUNITY High demand especially in areas with hot climates THREATS
Competition from mobile traders who buy directly from farmers suppresses market prices STRENGTH
Fresh and delicious coconut ice
WEAKNESSES
Raw materials are difficult to STRENGTH - OPPORTUNITY Setting up coconut ice stands in a strategic location with high
STRENGTH - THREATS
Establish direct partnerships with farmers to overcome price
WEAKNESSES OPPORTUNITY
Adding flavor variants to attract
WEAKNESSES - THREATS
Sell products via pre-order to reduce the waste of raw materials.
SO (Strength - Opportuinit.
Strategy A strategy that must be able to use strength while taking advantage of existing opportunities WO ( Weaiknesses Ae Opportuinit.
Strategy A strategy that must be demonstrated to reduce the weaknesses faced and at the same time take advantage of the opportunities that exist ST Strategy ( Strength Ae Threait.
A strategy that must be able to highlight strengths to overcome threats that may arise WT Strategy (Weaiknesses Ae Threait.
A strategy that aims to overcome obstacles and minimize the impact of existing threats SWOT matrix To plan a business strategy, a SWOT matrix can be used.
This matrix can clearly explain how companies capture external opportunities and threats according to their strengths and Analyze all current internal and external elements.
It is intended to generate four categories of strategies, each with their unique features, as shown in Table 2, which consist of:
Table 2.
SWOT Matrix Internal factors Strength Coconut ice has a great taste Coconut ice with white sugar has more interest than brown sugar Coconut ice is easy to find and the manufacturing process is Has an affordable and relatively cheap selling price Debilitation Manufactured goods tend to be harder to find The shelf life of young coconut ice is not long, it goes stale easily if not consumed Competition with modern drinks that have more variants The lack of flavor variants has led to a decline in consumer 115 | P a g e https://review.
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S4.
(W4.
Using local raw materials that Establish cooperation with are cheap and easy to obtain to coconut suppliers to ensure the keep production costs low (S3, availability of raw materials (W1.
S4.
Provides a promotion of Using simple technologies such as "natural flavored fresh coconut portable coolers to extend the ice" to rival modern beverages freshness of coconut ice (W2, (S1.
S2.
Market the market with small Selling coconut ice in bottles or capital, such as a franchise cups is practical to make it more business, because the production attractive (W3.
process is simple (S3.
Threat Strength Strategy Ae threats Weakness Strategy Ae threat Coconut ice competitors who Establish a direct network with 1.
Sell products based on pre-orders use cars to destroy market prices farmers to counter price or online delivery services to take directly from farmers competition from car sellers (S3, minimize the risk of wasting raw Coconuts are difficult to find.
S4.
materials (W2.
causing the price of coconuts to 2.
Offers coconut ice as a healthy 2.
Provide a menu of mixed coconut be expensive and natural alternative to ice or coconut jelly to be more Competition with more practical modern drinks that contain varied and competitive (W4.
and varied drinks chemicals (S1.
Partnering with local farmers to Erratic weather changes can Doing attractive packaging with ensure supplies remain available affect the availability of young the label "fresh traditional as the seasons change (W1.
T2, drinks" to improve the image of T.
the product (S1.
S2.
Participate in product innovation Creating a coconut stock system or digital marketing training to during abundant harvest so that face modern competition (W3, production can continue during T1.
bad weather (S3.
Chance High demand especially hot Raw materials are easy to get and cheap Huge profit potential Small capital and simple production process Based on the analysis of all internal and external factors above, it produces 4 characteristics each, and alternative strategies, which are as follows:
Straitegi SO (Strength - Opportuinit.
Meet consumer demand for natural fresh beverages by developing markets to areas with hot climates.
Increase production costs by using local raw materials that are easy to obtain and cheap.
Improve the image of the product by promoting the natural taste of coconut ice and its health benefits as a superior traditional drink.
Creating a franchise model, or business partnership, with low capital and a simple production process to expand the market.
WO (Weakness Ae Opportunit.
Strategy Diversify products by adding new toppings or flavors to attract customers.
Improving supply chains through planned cooperation with distributors or farmers to ensure the availability of raw materials Application of simple cooling technology to extend product durability and maintain freshness quality 116 | P a g e https://review.
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Startegi ST (Strenght Ae Threat.
Working directly with farmers to keep prices stable and raw material supply stable amid market changes A natural advantage-based marketing strategy to promote healthy, preservative-free beverages instead of instant drinks.
Enhancing the identity of local products by advertising "fresh traditional drinks", differentiating them from contemporary competitors' products.
Season-based inventory management to know how weather changes will affect the supply of young coconuts WT Strategy (Weakness Ae Threat.
Started an online ordering system .
re-order and deliver.
to save money and improve Improve distribution and reduce costs by implementing a pre-order and delivery online ordering system.
Regular supply monitoring through regular communication with suppliers to ensure consistent availability of raw materials Remind and strengthen human resources in terms of product innovation and digital marketing to compete with competitors in the beverage industry CONCLUSION This article concludes in formulating hypotheses for further research based on objectives, results, and discussion, namely:
Bang Anwar Es Kelapa Muda MSMEs have promising economic potential thanks to their fresh taste, affordable prices, and simple production processes.
However, they face problems due to a shortage of raw materials, a lack of product variety, and competition with modern drinks.
SWOT analysis becomes an effective strategy tool to find strengths, weaknesses, opportunities, and threats that affect business sustainability and build a flexible development strategy to adapt to market changes.
To increase the competitiveness of Bang Anwar's Es Kelapa Muda MSMEs, four main strategies were created through a SWOT analysis.
The SO Strategy emphasizes market expansion and business partnerships, while the WO Strategy encourages product diversification and packaging innovation.
ST strategy pressure promotion of natural excellence and cooperation with farmers.
Meanwhile.
WT's strategy includes digitalization and training to increase human resource capacity as well as a pre-order SWOT-based strategies can increase the competitiveness and desire of small and medium enterprises (MSME.
It can also serve as a model for other businesses in dealing with market dynamics and the modernization of the traditional beverage REFERENCE