PENERAPAN ANALISIS SWOT DAN FISHBONE DIAGRAM UNTUK STRATEGI PERBAIKAN PADA UMKM CABANG UTAMA ES TEH LEGENDARIS

Abstract

This study aims to formulate improvement strategies for Es 
Teh Legendaris, a rapidly growing Smal and Medium 
Enterprises (SMEs) in the beverage sector. A qualitative 
descriptive method was employed, with data collected 
through interviews, observation, and documentation. The 
analysis utilized SWOT and Fishbone Diagram methods. 
The SWOT analysis reveled key internal strengths 
(strategic location, propriertary recipes) and weaknesses 
(lack of business targets, service quality issues), alongside 
exteral opportunities (large campus market, bulk orders) 
and threats (raw material price fluctuations, intense 
competition). The Fishbone Diagram, using the 4M 
categories (Man, Method, Material, Market), identified 
root causes such as unclear SOPs, weak branding strategy, 
and inconsistent quality. Based on these findings, 
improvement strategies are formulated, including 
operational standarization through SOPs, strengthening 
branding and digital marketing, human resource 
development through training and incentive systems, and 
implementing data-based financial planning using key 
performance indivators. This study concludes that the 
application of SWOT and Fishbone Diaram analysis 
provides a comprehensive and aplicable strategic 
foundation for improving the performance and competitive 
of Es Teh Legendaris.