SWOT Analysis to Improve Business Strategy at SEJIWA ECOPRINT MSMEs
DOI:
https://doi.org/10.32897/retims.2025.6.2.3813Keywords:
SWOT Analysis, TOWS, Strategy, EcoprintAbstract
Sejiwa Ecoprint is one of the ecoprint businesses in Madiun City. Because there are many businesses engaged in the same field in Madiun City, it causes the income of Sejiwa Ecoprint UMKM to tend to be unstable. The main purpose of this study is to determine the business strategy of Sejiwa Ecoprint UMKM so as not to lose out to competitors. The study was conducted at Sejiwa Ecoprint UMKM in Madiun City. The research method used is quantitative and qualitative descriptive calculations with analysis techniques using the IFAS-EFAS matrix and a combination of SWOT & TOWS matrix strategies to formulate strategies. The results of the study showed a strength (S) calculation score of 2.316, weaknesses (W) of 1.010, opportunities (O) of 2.250, threats (T) of 0.882. The results of the SWOT analysis recommend that the company must carry out Strength-Opportunity (SO) and Opportunity-Strength (OS) strategies including opening workshops to the public because of the adequate production layout, using social media for promotion, maintaining the company's image in the eyes of the public so as to increase customer loyalty, creating promotional content for products needed by the community, developing products from environmentally friendly raw materials, maximizing potential markets by creating environmentally friendly products.
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