PENERAPAN ANALISIS SWOT DAN FISHBONE DIAGRAM PADA UMKM PEMPEK MANG UJANG

Abstract

This study examines the application of SWOT analysis and Fishbone (Ishikawa) Diagram in developing strategic recommendations for a culinary MSME (UMKM) “Pempek Mang Ujang” in Mataram, Indonesia. Data were collected through direct interviews and documentation of business operations, then analyzed using SWOT (Strengths, Weaknesses, Opportunities, Threats) and a modified 5M Fishbone approach (Man, Method, Material, Money, Market). The UMKM’s strengths include its authentic taste, affordable pricing, effective social-media promotion, and loyal customer base; weaknesses are manual production processes, limited equipment, inconsistent financial records, and narrow product variety. Opportunities arise from high demand for quick-service foods, product innovation (e.g. frozen pempek), and expanding digital sales channels, while threats include raw material price volatility, gas shortages, owner’s health issues, and potential new competitors. The fishbone analysis identified inconsistent raw materials as a primary root cause of declining product quality. Based on SWOT and Fishbone findings, recommendations include improving financial record-keeping, diversifying and improving product packaging, acquiring simple equipment (e.g. freezer, mixer), hiring additional staff, and expanding digital marketing consistently. These strategies aim to leverage strengths, exploit opportunities, and mitigate weaknesses/threats to sustain and grow the business.